eBook, ePUB

Researching Marketing Decisions (eBook, ePUB)

The Indian Context

Redaktion: Mehta, Ritu
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This 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.The volume covers an array of topics includin...

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