Dynamics of Competitive Advantage and Consumer Perception in Social Marketing

Dynamics of Competitive Advantage and Consumer Perception in Social Marketing

Avinash Kapoor (Management Development Institute (MDI), India) and Chinmaya Kulshrestha (Management Development Institute (MDI), India)
Indexed In: SCOPUS
Release Date: August, 2013|Copyright: © 2014 |Pages: 429
ISBN13: 9781466644304|ISBN10: 1466644303|EISBN13: 9781466644311|DOI: 10.4018/978-1-4666-4430-4

Description

Although social marketing is generally associated with communication activities and mass media, there exists a broader scope of social marketing that utilizes a systematic approach to defining concepts, behaviors, and products for promotion and distribution.

Dynamics of Competitive Advantage and Consumer Perception in Social Marketing explores important social issues that call for reform such as healthcare, self-perceptions, and corporate responsibilities to the environment. This publication will guide readers in the understanding and appreciation of social marketing and give insight to how it can be used to positively alter social conscience and create social change.

Topics Covered

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

  • Advertising
  • Brand Marketing
  • Competitive Advantage
  • Consumer Perception
  • Digital Communications
  • Electronic Services
  • Social Conscience
  • Social Media

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Dr. Avinash Kapoor received a PhD. in Management and an MBA from the R.A. Podar College at the University of Rajasthan, Jaipur, India. He also received his MA and B.Sc. from the University of Rajasthan. As a recipient of the National Scholarship Award, he has more than fifteen years of industry, teaching, training, research, and consultancy experience to his credit. He was the former Dean in JIMS, Jaipur and chairperson of PGPIM at MDI, Gurgaon. Currently he is an Associate Professor of Marketing and Coordinator Consulting at MDI, Gurgaon, India. He has authored books on “Marketing Research, “Marketing Management”, and “Branding and Sustainable Competitive Advantage Building Virtual Presence”. He has several research papers and articles published in reputed and refereed international journals, and he has presented at numerous research conferences.
Dr. Chinmaya Kulshrestha received a PhD. in Management and an MBA from the R.A. Podar College at the University of Rajasthan, Jaipur, India. She also received her B.A from the University of Rajasthan. As a recipient of the National Scholarship Award, she has more than ten years of teaching, training, research, and consultancy experience to her credit. She was former Dean BBA, Bradford University, IILM Jaipur, and Programme Head MBA, BBA at JIMS, Jaipur. She is currently a member of the marketing faculty at MDI, Gurgaon, India. She has authored books on “Marketing Research” as well as “Branding and Sustainable Competitive Advantage Building Virtual Presence”. She has several research papers and articles published in reputed and refereed international journals, and has presented at numerous research conferences.

Indices