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Consumer Behaviour And Marketing Communication: An Indian Perspective

Consumer Behaviour And Marketing Communication: An Indian Perspective

          
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About the Book

The study of consumer behaviour has become one of the most important disciplines of marketing and biggest challenge in the 21 century for the marketing organizations is to increase their market share and also increase their profitability. To achieve this objective, everyone in the marketing organizations, needs to understand the consumer psychology.
In this book, authors have tried to explain the consumer behaviour as a science which is derived from various multi-disciplines like, economics, social science, anthropology, etc.

The book is divided into two parts. PART I: Text describes the psychological aspects of consumer behaviour with various theories, models and principles of Consumer Behaviour. It also describes the field of marketing communication and the institutions through advertising and various tools of sales promotion. PART II: Cases & Articles presents various cases and articles which help the readers to explain more about this discipline.


About the Author

Dr. Ajay Kumar is a senior professor of management and marketing as well as Director at BLS Institute of Technology Management, New Delhi. He joined BLSIM after spending his early career with leading pharmaceutical companies. He has also been a Consultant for several companies for planning and implementation of the marketing strategy. He has conducted several Management Development Programmes in Sales, Marketing, Strategic Management, Brand Management and Human Resource Development for leading companies in private and public sector. Dr. Ajay Kumar has written several articles and has also conducted several workshops for the students and marketing professionals. He has also conceptualized many short-term programmes in the field of marketing for professionals from industries. Prof. Kamal Singh is presently associated with BLS Group of Institutions (affiliated to GGS IP University). Before plunging into academics, he served with leading corporate houses in retail sector for eight years, including the Videocon group. He is an M.Phil in Management and has been pursuing his Ph.D in Management from NIMS University, Jaipur. He also worked as faculty at Sriram Institute of Management and Technology, Greater Noida. He is also a visiting faculty at IMT - Center for Distance Learning, and at All India Management Association(AIMA), New Delhi. He prepared study material on B2B Marketing for Pearson Education. He has also written several articles and research papers for reputed national and international journals.



Table of Contents:
PART I: TEXT Chapter 1: Consumer Behaviour and its Applications Chapter 2: Consumer Behaviour and Market Segmentation Chapter 3: Environment Influence on Consumer Behaviour Chapter 4: Individual Determinants of Consumer Behaviour Chapter 5: Consumer Decision Making Chapter 6: Behavioural Based Safety Management Chapter 7: Consumer Protection Act, 1986 Chapter 8: Retail Consumer and Outlet Selection Behaviour Pattern Chapter 9: Customer Relationship Management (CRM) Chapter 10: Misbehaviour of Customer and Marketing Activities Chapter 11: Consumer Loyalties Repeat Purchase Behaviour Chapter 12: Introduction to Marketing Communications Management Chapter 13: Advertising and Campaign Planning Chapter 14: Integrated Marketing Communication Chapter 15: E-Commerce an Effective Tool of Marketing Communication Chapter 16: Rural Buying PART II: CASES & ARTICLES INDEX


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Product Details
  • ISBN-13: 9789351191827
  • Publisher: Dreamtech Press
  • Binding: Paperback
  • No of Pages: 496
  • ISBN-10: 9351191826
  • Publisher Date: 2013
  • Language: ENGLISH

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