Cases on Consumer-Centric Marketing Management

Cases on Consumer-Centric Marketing Management

Vimi Jham (Institute of Management Technology, Dubai, UAE) and Sandeep Puri (Institute of Management Technology, Ghaziabad, India)
Release Date: July, 2013|Copyright: © 2014 |Pages: 373
ISBN13: 9781466643574|ISBN10: 1466643579|EISBN13: 9781466643581|DOI: 10.4018/978-1-4666-4357-4

Description

As marketing strategies remain an essential tool in the success of an organization or business, the study of consumer-centered behavior is valuable in the improvement of these strategies.

Cases on Consumer-Centric Marketing Management presents a collection of case studies highlighting the importance of customer loyalty, customer satisfaction, and consumer behavior for marketing strategies. This comprehensive collection provides fundamental research for professionals and researchers in the fields of customer relations, marketing communication, consumer research, and marketing analytics for insights into practical aspects of marketing in any organization.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Cloud Computing
  • Consumer Behavior
  • Customer Relationship Management
  • Customer-Focused Organizations
  • Internal Marketing
  • Marketing analytics
  • Relationship marketing

Reviews and Testimonials

This book provides fundamental research for professionals and researchers in the fields of customer relations, marketing communication, consumer research, and marketing analytics, as well as all of the relevant details along with instruction on how to apply consumer-centric marketing strategies. […] It is our honor to introduce Cases on Consumer-Centric Marketing Management as a recommendable book.

– Chia-Wen Tsai, Ming Chuan University, Taiwan, Pei-Di Shen, Ming Chuan University, Taiwan, and Yi-Chun Chiang, Ming Chuan University, Taiwan

In this work for practitioners and researchers in customer relations, marketing communication, consumer research, and marketing analytics, international contributors (most from India) present cases demonstrating how to enact marketing strategies based on research in consumer-centered behavior. The book's 22 cases from India, Turkey, and Australia address areas such as international branding, Facebook and cloud computing, the luxury car market in India, marketing of tobacco products in Australia, and customer trust in Internet banking in Australia.

– Annotation ©2013 Book News Inc. Portland, OR

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Vimi Jham is Associate Professor of Marketing at IMT- Dubai. She holds a GCPCL from Harvard Business School, Boston, USA and a PhD from Aligarh Muslim University, India. She has been Visiting Professor to University of Applied Science, Fachhochschule Vorarlberg, Austria and University of Wollongong in Dubai. Her current area of research interest is in customer profitability analysis. She has published books, cases and research papers in refereed journals. She is an active trainer in the area of Customer Relationship Management. She serves on the editorial board of various International Journals.
Sandeep Puri is working as a faculty in Marketing at IMT, Ghaziabad. He is pursuing his Ph. D on Private labels. He is Gold Medalist during B. Pharmacy. He has over 19 years of experience in Industry & academics. He has held senior level positions in Marketing and Sales Management in Trident & Novartis. He has 24 publications till date. He has 5 publications in various International Journals and 9 in magazines and newspapers. He is also having 2 publications in International conference proceedings and 2 in national conference proceedings. He is also a visiting faculty at prestigious business schools like S P Jain, Singapore, Fachhochschule Vorarlberg, Austria and Great Lakes His teaching, research and training interests include Customer Relationship Management, Sales Management & Service Marketing. He has published six edited books He can be reached at spuri@imt.edu.

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