Rövid leírás:

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.

Hosszú leírás:

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.

Tartalomjegyzék:

List of Figures

List of Tables

List of Contributors

Series Editors? Preface

Acknowledgements

Introduction

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

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