Perspectives in Marketing, Innovation and Strategy

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.

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is widely acknowledged as the father of modern marketing and the world’s foremost expert on strategic marketing. He was voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the Handbook of Management Thinking. He holds major awards including the American Marketing Association’s (AMA) Distinguished Marketing Educator Award and a Distinguished Educator Award from The Academy of Marketing Science. He has published extensively and has consulted for IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organisation and international marketing.

Subhadip Roy is an associate professor of Marketing at the Indian Institute of Management, Ahmedabad, India. He has a PhD in marketing from the ICFAI University Dehradun. His research papers have appeared in reputed journals. He is also an avid case writer and his cases have appeared in case databases such as the Ivey Case Collection, Emerald Emerging Market Case Studies, the Case Journal and ET cases among others. His areas of interest are advertising, brand management and marketing research.

Satyajit Chakrabarti is the Director of Institute of Engineering & Management, Kolkata, India. He obtained his PhD in Nanotechnology from the National Institute of Technology and a Master’s in Computer Science from the University of British Columbia. He is an avid philanthropist and social entrepreneur. He has published extensively in the fields of artificial intelligence, IOT and data science and has over 20 patents filed in various fields of technology. His special expertise includes management consulting, strategic management, technology applications, and problem- solving using innovation and innovative technologies.

Dipak Saha is currently associated as an Experienced Professor of Marketing with a demonstrated history of leadership in the marketing discipline with the Department of Management, Institute of Engineering & Management, Kolkata, India, and has over 19 years of corporate and academic experience. He obtained his PhD from the University of North Bengal. He has published several articles in reputed and renowned scholarly journals. He is the co- author of the textbook, Marketing: A Conceptual Framework. He is a consultant and trainer in the field of Critical Thinking @Workplace and Strategic Management Decisions. He is the recipient of the AMP- Academic Excellence Award 2020 from the Academy of Management Professionals, India. His areas of interest are marketing analytics, consumer behaviour and brand management.

Rabin Mazumder is a professor of Economics and Head of the Department of Management, Institute of Engineering & Management, Kolkata, India. He has a PhD in business management from the University of Calcutta. He has around 17 years of academic experience. His research papers have appeared in reputed journals. His book chapters have been published in various publications. He also authored two books on Economics at the secondary and undergraduate levels. His areas of interest are development economics, consumer behaviour and brand management.