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Cases on Consumer-Centric Marketing Management

Book Description

As marketing strategies remain an essential tool in the success of an organization or business, the study of consumer-centered behavior is valuable in the improvement of these strategies. Cases on Consumer-Centric Marketing Management presents a collection of case studies highlighting the importance of customer loyalty, customer satisfaction, and consumer behavior for marketing strategies. This comprehensive collection provides fundamental research for professionals and researchers in the fields of customer relations, marketing communication, consumer research, and marketing analytics for insights into practical aspects of marketing in any organization.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Foreword
  7. Preface
  8. Chapter 1: Understanding Consumer Behavior through Mental Accounting
    1. EXECUTIVE SUMMARY
    2. 1. INTRODUCTION
    3. 2. LITERATURE REVIEW: CONCEPTUAL UNDERPININGS OF MENTAL ACCOUNTING THEORY
    4. 3. METHOD
    5. CONCLUSION
    6. APPENDIX 1
    7. APPENDIX 2
  9. Chapter 2: What Went Wrong?
    1. EXECUTIVE SUMMARY
    2. CASE DESCRIPTION
    3. CHETAN’S BACKGROUND
    4. BHAGAT’S STORY
    5. INTERACTION BETWEEN CHETAN AND BHAGAT
    6. CHETAN’S RESPONSE
  10. Chapter 3: Case Study on Relationship Marketing
    1. EXECUTIVE SUMMARY
    2. BACKGROUND OF THE CASE
    3. CASE DESCRIPTION
    4. CHALLENGES
    5. CONCLUSION
  11. Chapter 4: A Line in Water
    1. EXECUTIVE SUMMARY
    2. ORGANIZATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. THE CURRENT CHALLENGES FACING THE ORGANIZATION
    6. APPENDIX 1
    7. APPENDIX 2
    8. APPENDIX 3
    9. APPENDIX 4
    10. APPENDIX 5
    11. APPENDIX 6
    12. APPENDIX 7
  12. Chapter 5: The Realization of Customer Satisfaction with Technology Integrations
    1. EXECUTIVE SUMMARY
    2. ORGANIZATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CURRENT CHALLENGES FACING THE ORGANIZATION
    6. SOLUTIONS AND RECOMMENDATIONS
    7. CONCLUSION
  13. Chapter 6: Intensive Care
    1. EXECUTIVE SUMMARY
    2. ORGANIZATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. AFTERMATH
  14. Chapter 7: Always Trust the Customer
    1. EXECUTIVE SUMMARY
    2. BACKGROUND
    3. THE INDUSTRY AND THE COMPETITION
    4. ZARA BUSINESS MODEL: BUILT TO BE FAST
    5. FASHION FOR CUSTOMERS
    6. THE IMPORTANCE OF THE STORE AS THE POINT OF CONTACT WITH THE CUSTOMER
    7. A DISTINCTIVE BRANDING STRATEGY
    8. A CUSTOMER CENTRIC PRICING STRATEGY
    9. THE ROUTES TO EXPANSION
    10. CONCLUSION: THE CHALLENGES AHEAD
  15. Chapter 8: Consumer Behavior Perspective for Fairness Creams
    1. EXECUTIVE SUMMARY
    2. ORGANIZATION BACKGROUND: HINDUSTAN UNILEVER LIMITED
    3. PRODUCT BACKGROUND: FAIR & LOVELY
    4. CASE OF FAIR & LOVELY
    5. CONSUMER BEHAVIOR ASPECTS
    6. CONCLUDING THOUGHTS
  16. Chapter 9: International Branding at Mirza International
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. THE ORIGIN
    4. THE GROWTH
    5. EXPORT FROM MIRZA INTERNATIONAL
    6. FOOTWEAR INDUSTRY IN INDIA
    7. FOOTWEAR: GLOBAL SCENARIO AND INDIA’S SHARE
    8. MAJOR MARKETS
    9. MAJOR PLAYERS
    10. INTERNATIONAL BRANDING EFFORTS AT MIRZA
    11. CASE USE AND LEANING OBJECTIVES
  17. Chapter 10: Delhi Bank of India
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. DELHI BANK OF INDIA (DBI)
    4. DWARKA BRANCH OF DBI
    5. DWARKA
    6. THE DILEMMA
  18. Chapter 11: Facebook
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. RECENT NEWS OF FACEBOOK
    4. FACEBOOK DATACENTER
    5. HOW FACEBOOK WORKS
    6. WHAT IS MEMCACHED?
    7. WHY FACEBOOK IS USING THESE TECHNOLOGIES
    8. CONCLUSION
  19. Chapter 12: Price Effectiveness in Hotels
    1. EXECUTIVE SUMMARY
    2. BACKGROUND
    3. SETTING THE STAGE
    4. MARKET SEGMENTATION
    5. PRICING STRATEGIES ADOPTED BY EACH HOTEL
    6. PRICING STRATEGY
    7. CHALLENGES AND THE ROUTE FORWARD TO BEST PRICING STRATEGY
  20. Chapter 13: Indian Luxury Car Market Changing Lanes
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. GROWTH DRIVERS OF INDIAN LUXURY CAR MARKET
    4. CASE OF BMW
    5. BMW INNOVATION NETWORK
    6. MARKETING STRATEGIES OF BMW IN INDIA
  21. Chapter 14: Niche Marketing Strategies for Business Growth
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. BACKGROUND
    4. AADHAAR CORPORATION PRIVATE LIMITED
    5. AADHAAR'S MARKETING STRATEGY
    6. PROSPECTS FOR FUTURE GROWTH
    7. STANDARD CONFECTIONERY PRIVATE LIMITED
    8. STANDARD CONFECTIONERY'S MARKETING STRATEGY
    9. PROSPECTS FOR FUTURE GROWTH
    10. CRESSMAN CONFECTIONERY INDIA LIMITED
    11. CRESSMAN'S MARKETING STRATEGY
    12. PROSPECTS FOR FUTURE GROWTH
    13. SUDARSHAN BRANDS LIMITED
    14. SUDARSHAN BRANDS MARKETING STRATEGY
    15. PROSPECTS FOR FUTURE GROWTH
    16. GOLDEN-JACK COMPANY PRIVATE LIMITED
    17. GOLDEN-JACK COMPANY'S MARKETING STRATEGY
    18. PROSPECTS FOR FUTURE GROWTH
    19. TEACHING NOTE
    20. CASE LEARNING OBJECTIVES
  22. Chapter 15: Marketing of Tobacco Products in Australia
    1. EXECUTIVE SUMMARY
    2. BACKGROUND
    3. TOBACCO INDUSTRY-A QUICK SNAPSHOT
    4. SETTING THE STAGE
    5. CURRENT CHALLENGE
    6. THE WAY FORWARD
    7. EPILOGUE
    8. APPENDIX
  23. Chapter 16: Concentra BPO
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. CONCENTRA BPO
    4. CSI AT CONCENTRA
    5. EMPLOYEE SATISFACTION AT CONCENTRA
  24. Chapter 17: A Case Study on Customer Experiential Management at High Five Hotels Pvt. Ltd, Nashik
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION TO THEME
    3. ORGANIZATION BACKGROUND
    4. CURRENT SITUATION, CHALLENGES, AND GOALS
    5. IMPLEMENTATION STRATEGY
    6. THE PROMOTIONAL STRATEGIES
    7. OUTCOME OF IMPLEMENTATION STRATEGY
    8. LESSONS LEARNED
    9. CONCLUSION
  25. Chapter 18: Case Study on Customer’s Ambidextrous Nature of Trust in Internet Banking
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. AUSTRALIAN BANKING SECTOR
    4. THEORETICAL CONCEPTS OF TRUST
    5. CHANNEL FACTORS
    6. PRINCIPAL COMPONENT ANALYSIS OUTPUT FOR THE CHANNEL FACTORS
    7. THEMATIC MATRIX DISPLAYS
    8. ANALYSIS OF RESPONSES TO OPEN-ENDED QUESTION: REASONS FOR NOT USING INTERNET BANKING
    9. CONTENT-ANALYTIC SUMMARY TABLE DISPLAYING REASONS FOR NOT USING INTERNET BANKING
    10. IMPLICATIONS
  26. Chapter 19: Should Corporate Political Lobbying Come under Scanner by Regulatory Mechanism?
    1. EXECUTIVE SUMMARY
    2. TODAY’S MARKETING IS A POLITICAL EXERCISE
    3. INDIAN TELECOM INDUSTRY AND THE MARKET
    4. VAISHNAVI CORPORATE COMMUNICATION
    5. VAISHNAVI CORPORATE COMMUINCATION AND 2G SPECTRUM ALLOCATIONS
    6. AUTHOR’S RECOMMENDATION AND SUGGESTION
    7. STATEMENT FROM VAISHNAVI CORPORATE COMMUNICATIONS PVT LTD
    8. APPENDIX
  27. Chapter 20: Tata GoldPlus
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. INTRODUCTION TO TATA GROUP, TANISHQ, AND GOLD PLUS
    4. GOLDPLUS RETAIL-AN INNOVATIVE RETAIL VENTURE
    5. STRATEGY OF GOLD PLUS
    6. IDENTIFICATION OF SEASONS FOR GOLD PURCHASE
    7. MANAGERIAL DILEMMA
    8. THE MARKET FOR JEWELRY
    9. PRESENT MARKET STRUCTURE FOR JEWELRY RETAIL
    10. JEWELRY RETAIL
    11. QUESTION
  28. Chapter 21: When Citi was Found Sleeping
    1. EXECUTIVE SUMMARY
    2. LEARNING/TEACHING OBJECTIVES
    3. THE CASE SYNOPSIS
    4. FULL CASE STUDY-THE GURGAON FRAUD AT CITIBANK
    5. REGULATORS PLAN NEW RULES TO MONITOR WEALTH MANAGERS
    6. RULES IN THE OFFING
    7. TEACHING NOTE ABOUT CITIBANK
  29. Chapter 22: Triumph Charter School Service Provider
    1. EXECUTIVE SUMMARY
    2. THE EVOLUTION: TRIUMPH CHARTER SCHOOL SERVICE PROVIDER
    3. HISTORY
    4. CHARTER SCHOOL OWNERSHIP AND SERVICES
    5. CASE STUDY
    6. TRIUMPH MANAGEMENT STRUCTURE
    7. TRIUMPH COMPANY LEADERS
    8. SOCIAL RESPONSIBILITIES
    9. LEADERSHIP STYLES OF PRINCIPALS, TEACHERS, AND STAFF
    10. DESCRIPTION OF TRAINING CENTERS
    11. SCHOOL DESCRIPTIONS
    12. COMPANY ISSUES AND LOCAL COMPETITION
    13. JERSEY CHARTER SCHOOLS
    14. ENTREPRENEURSHIP SCHOOL
    15. REAL CHALLENGES
    16. ORGANIZATIONAL CONCERNS: FINANCIAL DISCLOSURE, LAWSUIT
  30. Chapter 23: Maximizing Employee On-Boarding
    1. EXECUTIVE SUMMARY
    2. ORGANIZATION BACKGROUND
    3. LITERATURE REVIEW
    4. SOLUTIONS AND RECOMMENDATIONS
    5. CONCLUSION
    6. APPENDIX 1
    7. APPENDIX 2
    8. APPENDIX 3
    9. APPENDIX 4
    10. APPENDIX 5
  31. Compilation of References
  32. About the Contributors