Cases on Consumer-Centric Marketing Management

1 Tugba Ucma, Ali Naci Karabulut & Ali Caglar Uzun: Understanding Consumer Behavior through Mental Accounting: Evidence from Turkish Consumers
2 Bhavna Bhalla: What Went Wrong?
3 Bhawana Sharma & Tulika Sood: Case Study on Relationship Marketing
4 Chandra Shekhar Padhi: A Line in Water: A Case of Customer Relationship Management
5 Ooi Chien Shing, Seng Kah Phooi & Ang Li-Minn: The Realization of Customer Satisfaction with Technology Integrations
6 Eric Van Genderen: Intensive Care
7 Eric Viardot: Always Trust the Customer: How Zara has Revolutionized the Fashion Industry and Become a Worldwide Leader
8 Yasser Mahfooz & Faisal Mahfooz: Consumer Behavior Perspective for Fairness Creams: A Case of ‘Fair & Lovely’
9 Gautam Dutta: International Branding at Mirza International: Dilemma Unsolved
10 Sandeep Puri & Jayanthi Ranjan: Delhi Bank of India: Dilemma of a New Bank Manager
11 Lokesh Sharma: Facebook: An Application of Cloud Computing
12 Nidhi Chowdhry: Price Effectiveness in Hotels: Case Study Comparing Strategies Adopted by Mid-Size Hotels in New Delhi
13 Pardeep Bawa: Indian Luxury Car Market Changing Lanes: A Case of BMW India
14 Pradeep Kautish: Niche Marketing Strategies for Business Growth: An Experiential Journey 
15 Rajeev Sharma: Marketing of Tobacco Products in Australia: Dealing with the Emerging Regulations
16 Shreya Dhingra: Concentra BPO: The Falling Customer Satisfaction
17 Sonali Gadekar & Sushil Gadekar: A Case Study on Customer Experiential Management at High Five Hotels Pvt. Ltd, Nashik
18 Sujana Adapa & Fredy Valenzuela: Case Study on Customer’s Ambidextrous Nature of Trust in Internet Banking: Australian Context
19 S. Jayachandran: Should Corporate Political Lobbying Come under Scanner by Regulatory Mechanism? Vaishnavi Corporate Communication and 2G Spectrum Scam: A Political Lobbying Case
20 Salma Ahmed: Tata GoldPlus: Adoption of Customer Oriented Strategy for Penetrating Market Opportunity
21 Suresh Chandra Bihari: When Citi was Found Sleeping
22 Verneshia (Necia) Boone: Triumph Charter School Service Provider
23 Shalini Kalia, Neha Mittal & Rohit Arora: Maximizing Employee On-Boarding: A Study in a Pharmaceutical Company