Cases on Consumer-Centric Marketing Management

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Jham, Vimi
IGI Global, Jul 31, 2013 - Business & Economics - 373 pages

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.

 

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Contents

Evidence from Turkish Consumers
1
What Went Wrong?
18
Case Study on Relationship Marketing
22
A Case of Customer Relationship Management
27
The Realization of Customer Satisfaction with Technology Integrations
39
Intensive Care
53
How Zara has Revolutionized the Fashion Industry and Become a Worldwide Leader
68
A Case of Fair Lovely
95
Dealing with the Emerging Regulations
187
The Falling Customer Satisfaction
195
A Case Study on Customer Experiential Management at High Five Hotels Pvt Ltd Nashik
200
Australian Context
206
A Political Lobbying Case
230
Adoption of Customer Oriented Strategy for Penetrating Market Opportunity
241
When Citi was Found Sleeping
258
Triumph Charter School Service Provider
278

Dilemma Unsolved
107
Dilemma of a New Bank Manager
121
An Application of Cloud Computing
127
Case Study Comparing Strategies Adopted by MidSize Hotels in New Delhi
142
A Case of BMW India
153
An Experiential Journey
167
A Study in a Pharmaceutical Company
288
Compilation of References
317
About the Contributors
336
Index
347
Copyright

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About the author (2013)

Vimi Jham is Associate Professor of Marketing at IMT- Dubai. She holds a GCPCL from Harvard Business School, Boston, USA and a PhD from Aligarh Muslim University, India. She has been Visiting Professor to University of Applied Science, Fachhochschule Vorarlberg, Austria and University of Wollongong in Dubai. Her current area of research interest is in customer profitability analysis. She has published books, cases and research papers in refereed journals. She is an active trainer in the area of Customer Relationship Management. She serves on the editorial board of various International Journals.

Sandeep Puri is working as a faculty in Marketing at IMT, Ghaziabad. He is pursuing his Ph. D on Private labels. He is Gold Medalist during B. Pharmacy. He has over 19 years of experience in Industry & academics. He has held senior level positions in Marketing and Sales Management in Trident & Novartis. He has 24 publications till date. He has 5 publications in various International Journals and 9 in magazines and newspapers. He is also having 2 publications in International conference proceedings and 2 in national conference proceedings. He is also a visiting faculty at prestigious business schools like S P Jain, Singapore, Fachhochschule Vorarlberg, Austria and Great Lakes His teaching, research and training interests include Customer Relationship Management, Sales Management & Service Marketing. He has published six edited books He can be reached at spuri@imt.edu. [Editor]

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