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Consumer Behaviour and Marketing Communication: An Indian Perspective by Dr. Ajay Kumar, Kamal Singh is a nonfiction available to read on EtoBox.

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Cover Title Page Copyright Foreword Preface About the Book About the Author Acknowledgements Brief Contents Detailed Contents Part I: Text Chapter 1: Consumer Behaviour and its Applications Chapter Objectives Introduction Consumer: an Overview Definitions of Consumer The 7 O’s Framework Distinction Between Customer and Consumer Characteristics of Consumer Elements/factors that Influence Consumer Cultural Factors Personal Factors Social Factors Psychological Factors Innovation and Inventions Importance of Study of Consumer Behaviour Importance for Consumers Importance for Marketers Importance for the Students of Human Psychology Application to Decision-maker Consumer Approaches Managerial Approach A Holistic Approach Application of Consumer Principles in Marketing Consumer and Marketing Management Selecting Target Market Consumer Behaviour and Marketing Strategy Marketing Mix Determinations/marketing Mix Decisions Use of Consumer StudiesiIn Social and Non-profit Marketing Summary Multiple Choice Questions Self-assessment Questions Chapter 2: Consumer Behaviour and Market Segmentation Chapter Objectives Introduction Concept of Market Segmentation Procedure of Segmentation Segmentatio

Who reads Consumer Behaviour and Marketing Communication: An Indian Perspective?

Author

Dr. Ajay Kumar, Kamal Singh

Publisher

Wiley

Published

2013

Language

EN

ISBN

9789351191827

Category

nonfiction