Contemporary Marketing Strategy
Analyzing Consumer Behavior to Drive Managerial Decision Making
Authors: Rajagopal
Free Preview- First book to blend consumer behavior with the marketing decision-making process and discuss new managerial strategies
- Addresses contemporary arguments to the marketing decision making practices, linking its implication in developing consumer-led business paradigms to attain sustainable market competitiveness
- Illustrates consumer analysis and market behavior mapping
Buy this book
- About this book
-
The broad foundation of this book is laid on the conceptual discussions on consumer theories and applied arguments on shifts in consumer behavior. This book develops knowledge and skills on building market-centric and competition-oriented models. Discussions in the book illustrate strategies for managing competitive market interventions through advanced marketing-mix elements across nine chapters. Various perspectives on innovation and technology for expanding and establishing business in competitive markets are critically reviewed in these chapters. This book examines advanced marketing-mix and several consumer-centric strategies to co-create new businesses in new markets by associating consumers.
- About the authors
-
Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Adjunct Professor at Boston University, MA. He has authored 55 books and over 400 research papers. Rajagopal is Editor of several academic journals.
- Table of contents (9 chapters)
-
-
Consumer Behavior: Internal Factors
Pages 3-33
-
Consumer Behavior: External Factors
Pages 35-63
-
Understanding Market Environment
Pages 67-97
-
Strategic Capability and Direction
Pages 99-118
-
Advanced Marketing-Mix
Pages 121-149
-
Table of contents (9 chapters)
Bibliographic Information
- Bibliographic Information
-
- Book Title
- Contemporary Marketing Strategy
- Book Subtitle
- Analyzing Consumer Behavior to Drive Managerial Decision Making
- Authors
-
- Rajagopal
- Copyright
- 2019
- Publisher
- Palgrave Macmillan
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature
- eBook ISBN
- 978-3-030-11911-9
- DOI
- 10.1007/978-3-030-11911-9
- Hardcover ISBN
- 978-3-030-11910-2
- Edition Number
- 1
- Number of Pages
- XXI, 277
- Number of Illustrations
- 15 b/w illustrations, 1 illustrations in colour
- Topics
