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