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Perspectives in Marketing Innovations & 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 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.

1ST National Case Writing Competition 2024

Case Method has been effectively used in developing problem-solving, analytical skills, and critical thinking abilities among the students. Participative and collaborative learning has proven to be an exciting alternative to traditional management teaching pedagogy. Teaching with case studies provides a means for conceptual ideas to be applied to real-world business scenarios. Cases help students understand real-life situations, forcing them to identify problems and come up with solutions to plausible problems and also to develop problem-solving and decision-making skills.

The Research and Case Wing of College of Management, Institute of Engineering & Management, Kolkata organized its 1st National Case Writing Competition 2024 exclusively for 1st year MBA students to develop their case writing mind-sets on February 19, 2024 (Preliminary Round) and 1st March 2024 (Final Round) in association with ICRC-AIMA, India & The Case Centre, UK.

Experienced industry practitioners and academicians were invited to evaluate all those developed cases. All selected cases will be published in different functional areas of case & research journals.

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