Consumer Behaviour & Customer Relationship Management | MBA 3rd Sem | JNTUK

Consumer Behaviour & Customer Relationship Management Book for MBA 3rd Semester jntuk

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Buy Latest Consumer Behaviour & Customer Relationship Management Book for Mba 3rd Semester in English language specially designed for jntuk (Jawaharlal Nehru Technological University Kakinada, Andhra Pradesh) By Thakur publication.

Mr. K. Venkata Ramesh

According to the syllabus of ‘Andhra University, Vishakhapatnam’

Syllabus

CUSTOMER RELATIONSHIP MANAGEMENT / CONSUMER BEHAVIOUR AND CUSTOMER RELATIONSHIP MANAGEMENT

Unit-I: Introduction to the study of Consumer Behaviour – Consumer and Marketing Strategy – Determinants of Consumer Behaviour – Profile of the Indian Consumer.

Unit-II: Perception – Nature – Perception and Marketing Strategy, Motivation – Motivation Theories and Marketing Strategy – Personality.

Unit-III: Attitude Measurement and Change – Self Concept and Life Style Marketing, Influence of Social and Cultural factors on Consumer Behaviour – Family, Reference groups, Cross Cultural Variations in Consumer Behaviour.

Unit-IV: Consumer Decision Process – Problem Recognition – Information Search – Evaluation of alternatives and selection – Post Purchase Behaviour – Organizational buyer Behaviour – Diffusion of Innovation.

Unit-V: Customer Relationship Management: Facets and Elements of CRF – CRM Process – Importance of CRM – Planning and Managing CRM Programme – Concept of Customer Loyalty – Customer Value Assessment – Customer Retention Strategies – CRM in services.

(Case Study is compulsory in all Units)

Reference AU2017/MBA/3/03

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