Researching Marketing Decisions by Ritu Mehta - 9781138061927

Taylor & Francis

Researching Marketing DecisionsThe Indian Context\nAuthor(s): Ritu Mehta\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge India\nISBN-13: 9781138061927, 978-1138061927\nSynopsis\nThis book looks at customer value creation through marketing decisions and analyses the critical phases of theoretical and methodological advancements in solving certain problems and customer-centric issues that firms face. The chapters highlight how theories have been borrowed from sociology, psychology and economics to understand phenomena such as customer preferences and decision-making, and how operations research and statistical tools have been applied to take optimal decisions on marketing-related issues such as channel management and pricing.\n\nThe volume covers an array of topics including marketing orientation, consumer behaviour, and marketing mix comprising the elements of product, price, promotion and place. The articles offer both methodological and the.