Contemporary Marketing Strategy

Analyzing Consumer Behavior to Drive Managerial Decision Making

By:

Rajagopal

Format:

Hardback

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Description

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.

Author Biography:

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.

Release date Australia

February 25th, 2019

Author

Rajagopal

Audience

Professional & Vocational

Edition

1st ed. 2019

Illustrations

1 Illustrations, color; 15 Illustrations, black and white; XXI, 277 p. 16 illus., 1 illus. in color.

Pages

277

ISBN-13

9783030119102

Product ID

28995298

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