ABOUT THE BOOK

CONTENTS SECTION 1 - Consumer Behavior How are Hope and Consumer Behavior Related? Key Drivers and Changing Trends in Category Management of Food Businesses in India Evaluating the Effect of Automated Service Quality on Customer Satisfaction of Commercial Banks in Bangladesh SECTION 2 E-Marketing Addiction and the Internet: An Analysis of Social Media and Interpersonal Orientation Antecedents of Customer Usage Intention of Mobile Financial Services in India SECTION 3 Integrated Marketing Communications Effectiveness of Brand Advertising as Influences of Socio Cultural Trends in India New Media and its Consumption Amongst Children in the Age Group of 9 – 13 years in the city Of Mumbai SECTION 4 Product & Brand Management Functional Connect and Brand Trust An Empirical Analysis for Variety Seeking Behaviors Evaluating the Effectiveness of Brand Communities in Creating Sustainable Brand Value in the Indian Context Analysis of Self Concept of Indian Harley Davidson Owners vis-à-vis Harley Davidson Brand Personality SECTION 5 Retail Management A Study of the Retail Consumer for Successful Design and Execution of Retail Strategy With Reference to Customer Pull Factors A Study on Employer Branding in Modern Retail Chains and Formats from Students’ Perspective SECTION 6 Rural & Social Marketing Cause Marketing : A Philanthropy in Corporate Culture Brand Construct Using Imagery to Create Brand Identity in Rural Markets CSR in Leading Pharmaceutical Companies in India: Communication of Corporate Social Responsibility on the Internet Dose Marketers’ Brand Equity Matter in Social Marketing? SECTION 7 Strategic Marketing & Strategic Management Using Business Correspondents to Distribute Micro Loans – A Case Study of State Bank of India Market Entry Strategies for the Consumers at the Bottom of the Pyramid Competitive Strategies in Niche Marketing: A Case Study