Perspectives in Marketing, Innovation and Strategy

图书简介

This book provides guidelines for pragmatic integration of new marketing tools and business strategies for managers, researchers and students to implement innovative strategies in various industries. Practical and actionable guidance are key to achieving high standards of strategic marketing across different organizations. This book offers a comprehensive overview of the application of diverse tools and strategic practices in finance, e-commerce, fashion, entertainment and tourism industries, among others. It provides deep insights into consumer behaviour through extensive research and analysis in different sectors of business especially during the COVID-19 pandemic as well as industry perspectives on shifts in consumption practices. It assesses buying behaviour and trends, demographic classifications, operational practices and the integration of technology in marketing and strategy. Part of the Contemporary Management Practices series, this book will be useful to practicing managers, researchers and students who are interested in marketing, business studies, management studies, innovation and business strategy and communications.

List of Figures List of Tables List of Contributors Series editors’ preface Acknowledgements Introduction Part 1: Perspectives on Consumer Behaviour 1 Mediating Influence of COVID-19 Pandemic Induced Lockdown on Rise of OTT. Soumik Gangopadhyay Akanksha Singh, Anwesha Bose and Baisakhi Ghosh 2 Mapping Consumer Perception on Digital Buying: A Lesson From Pandemic Gouranga Patra and Sumona Datta 3 Impact of Country of Origin Image on Purchase Intention: A Case of Fashion Apparels in India Dibyendu Chattaraj and Sujit Mukherjee 4 The Effect of Demographic Factors on Overconfidence Behavioural Bias of Mutual Fund Investors. Nirali Dave and Tejal Shah 5 Farmers’ Query Analysis in Kisan Call Centres: A Cross-State Study during Covid-19 Sumana Bandyopadhyay, Sudip Mukherjee and Anirban Sarkar 6 Online Shopping Motivation in COVID- 19 Times: A Study in West Bengal Umama Nasrin Haque and Rabin Mazumder 7 Inquiry into Consumer Perception towards Plastic Furniture Vivek Dhandhania, Arijit Ghosh and Shivaji Banerjee 8 Applicability of the Technology Acceptance Model in Examining Consumer Adoption Patterns of Online Video Streaming Services: A Factor-Analytic Study Shaunak Roy and Shivaji Banerjee 9 What’s Weighing on Consumer Spending in the Fear of COVID-19: A Grounded Theory Approach? Pritha Ghosh and Rabin Mazumder 10 Effect of Online Shopping due to COVID 19 on the Survival of the Flea Market Vendors in Kolkata Suchismita Maity 11 Marketing Innovation and Sustainability in an era of COVID-19 with especial reference to FMCG Companies

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Perspectives in Marketing, Innovation and Strategy（Contemporary Management Practices） 市场营销、创新与战略展望 商业经济学

Perspectives in Marketing, Innovation and Strategy（Contemporary Management Practices）

市场营销、创新与战略展望
商业经济学