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Browsing Department of Management by Subject "Marketing"

Browsing Department of Management by Subject "Marketing"

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  • Analysis of Factors Influencing Negative e-Word of Mouth in Online Social Media Marketing 
    Bhat, Anil Kumar (ACM Digital Library, 2019)
    The advent of online social media (OSM) marketing necessitates further examination of existent studies on the negative word of mouth (NWOM). Earlier studies have focused mostly on the effect of consumption of NWOM. The ...
  • Assessing online reviews: A text analysis approach 
    Goyal, Praveen (Bloomsbury Publishing, 2018)
    The added objectives of FOBE 2018 is to promote research and developmental activities in IT for Strategy, Marketing, Computational Management and the related areas and to promote scientific information exchange between ...
  • Dangal : Cinematic Representation of Competitive Marketing Strategy 
    Bhat, Anil Kumar; Dutta, Nirankush (PIJM, 2017-08)
    Directed by Nitesh Tiwari and starring Aamir Khan, Dangal is an Indian Hindi language biographical sports drama, which emerged as the first mainstream Hindi film to cross the ` 350 crores mark. The movie presents a lot of ...
  • Flipkart: journey of an Indian e-commerce start-up 
    Bhat, Anil Kumar; Dutta, Nirankush (Emerald, 2014-11)
    Founded in 2007 with an initial investment of less than USA $10,000, Flipkart has come a long way to become the largest E-commerce player in India with a registered user base of 9.6 million and valued at USA $1.6 billion. ...
  • Muscle-RDX: Pricing, Packaging, and Demand Forecasting for a New Product 
    Nigam, Achint (Harvard Business Publishing, 2016-11)
    The senior director of marketing for Strength Pharma, an Indian sports nutrition company, was managing the November 2016 launch of the company's whey protein supplement, Muscle-RDX. This product would be the first protein ...
  • Salient role and centrality of trust in social media marketing 
    Bhat, Anil Kumar; Datta, Nirankush (Taylor & Francis, 2017)
    This chapter points to the importance of trust in a business scenario, followed by deliberation on probable avenues of investigation into the antecedents of trust in the context of social media marketing and their effect ...
  • Socially responsible marketing in pandemic times at CoKarma 
    Nagpal, Gaurav (Emerald, 2022-11)
    After reading and discussing the case, the participant would be able to: comprehend the ethics in marketing strategies that were displayed by an entrepreneur in the challenging times of the Covid-19 pandemic; appreciate ...
  • Understanding the impact of social media on the process of value co-creation 
    Goyal, Praveen (Bloomsbury Publishing, 2018)
    The added objectives of FOBE 2018 is to promote research and developmental activities in IT for Strategy, Marketing, Computational Management and the related areas and to promote scientific information exchange between ...
  • Zivame: Branding Options for an Online Lingerie Retailer 
    Dutta, Nirankush; Bhat, Anil Kumar (Harvard Business Publishing, 2015-05)
    By May 2015, Zivame, an Indian online lingerie retailer, had established itself as a market leader in this category by providing traditionally conservative Indian women a reliable solution to help…

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