1st Edition
Perspectives in Marketing, Innovation and Strategy
This book provides guidelines for the 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 is 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 the 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 I
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 Measuring 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 Kolkata
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 Special Reference to FMCG Companies and Consumers in Bhopal
MALAY GHOSH AND ALPA GHOSH
12 Green Marketing Drivers and Their Role in Green Purchase Behaviour ・ A Meta- analysis
ATAUS SAMAD, DIBYENDU CHATTARAJ AND SOUMIK DAS
13 Market Positioning and Perception towards Maize Crush Cattle Feed with Special Reference to Krushidhan Farmer Producer Company, North Gujarat
ABHEESHEK DEV ROYE AND ANALJYOTI BASU
14 Unravelling the MED- MOD Effects on the Relationship of Knowledge- Attitude- Intention along with Willingness to Pay in the Context of Green Marketing
SWATI SHAW
15 Segmentation ・ A Key to the Success of the Smartphone Business
SOUMYA MUKHERJEE, MRINAL KANTI DAS, AVIK CHATTERJEE AND SOUMEE ROY CHOUDHURY (MUKHERJEE)
16 Brand Selection Behaviour of Customers and Market Standing of 4G Internet Service Providers in Siliguri and Darjeeling Towns of North Bengal
SHUVENDU DEY, SHOMNATH DUTTA AND SANTANA GUHA
17 Understanding the Tourists’ Dissatisfaction Traits of Heritage Sites in India: A Text Mining Approach
ASHUTOSH PANDEY AND RAJENDRA SAHU
18 How Trust Mediates Users’ Intention to Use Plastic Money: A Developing Economy’s Perspective
KOMAL DHANDA AND USHA ARORA
PART II
Industrial Perspectives
19 Growth of Immunity Boosters in Light of the COVID- 19 Pandemic: A Literature Review
ESHANI SADHUKHAN, SOUMIK GANGOPADHYAY AND ANIRUDDHA NAG
20 Efficiency of Indian Marine Fisheries: A Comparative Study Using Data Envelopment Analysis
NEELANGSHU GHOSH
21 Corporate Climate Change Disclosure and Firm Performance: Testing the Apocryphal Relation
SANTI GOPAL MAJI AND NIVA KALITA
22 Contribution of the Textile and Apparel Sector: Perspectives in the Context of the Indian Economy in a New Normal
SUMEDHA MAJUMDER AND SHELLY DE (PANDIT)
23 An Evaluation of the Working of the Regional Rural Banks (RRBs) in India
GOVIND PRASAD BHANDARI AND ANALJYOTI BASU
Index
Biography
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is widely acknowledged as the father of modern marketing and the world’s foremost expert on strategic marketing. He was voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the Handbook of Management Thinking. He holds major awards including the American Marketing Association’s (AMA) Distinguished Marketing Educator Award and a Distinguished Educator Award from The Academy of Marketing Science. He has published extensively and has consulted for IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organisation and international marketing.
Subhadip Roy is an associate professor of Marketing at the Indian Institute of Management, Ahmedabad, India. He has a PhD in marketing from the ICFAI University Dehradun. His research papers have appeared in reputed journals. He is also an avid case writer and his cases have appeared in case databases such as the Ivey Case Collection, Emerald Emerging Market Case Studies, the Case Journal and ET cases among others. His areas of interest are advertising, brand management and marketing research.
Satyajit Chakrabarti is the Director of Institute of Engineering & Management, Kolkata, India. He obtained his PhD in Nanotechnology from the National Institute of Technology and a Master’s in Computer Science from the University of British Columbia. He is an avid philanthropist and social entrepreneur. He has published extensively in the fields of artificial intelligence, IOT and data science and has over 20 patents filed in various fields of technology. His special expertise includes management consulting, strategic management, technology applications, and problem- solving using innovation and innovative technologies.
Dipak Saha is currently associated as an Experienced Professor of Marketing with a demonstrated history of leadership in the marketing discipline with the Department of Management, Institute of Engineering & Management, Kolkata, India, and has over 19 years of corporate and academic experience. He obtained his PhD from the University of North Bengal. He has published several articles in reputed and renowned scholarly journals. He is the co- author of the textbook, Marketing: A Conceptual Framework. He is a consultant and trainer in the field of Critical Thinking @Workplace and Strategic Management Decisions. He is the recipient of the AMP- Academic Excellence Award 2020 from the Academy of Management Professionals, India. His areas of interest are marketing analytics, consumer behaviour and brand management.
Rabin Mazumder is a professor of Economics and Head of the Department of Management, Institute of Engineering & Management, Kolkata, India. He has a PhD in business management from the University of Calcutta. He has around 17 years of academic experience. His research papers have appeared in reputed journals. His book chapters have been published in various publications. He also authored two books on Economics at the secondary and undergraduate levels. His areas of interest are development economics, consumer behaviour and brand management.
