Contemporary Marketing Strategy

Analyzing Consumer Behavior to Drive Managerial Decision Making

Business & Finance, Management & Leadership, Management, Marketing & Sales
Cover of the book Contemporary Marketing Strategy by Rajagopal, Springer International Publishing
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Author: Rajagopal ISBN: 9783030119119
Publisher: Springer International Publishing Publication: February 1, 2019
Imprint: Palgrave Macmillan Language: English
Author: Rajagopal
ISBN: 9783030119119
Publisher: Springer International Publishing
Publication: February 1, 2019
Imprint: Palgrave Macmillan
Language: English

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.

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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.

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