Overview
- 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
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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.
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Keywords
Table of contents (9 chapters)
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Front Matter
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Role of Consumers
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Front Matter
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Market and Organization
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Front Matter
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Functional Strategies
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Front Matter
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Back Matter
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Contemporary Marketing Strategy
Book Subtitle: Analyzing Consumer Behavior to Drive Managerial Decision Making
Authors: Rajagopal
DOI: https://doi.org/10.1007/978-3-030-11911-9
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature 2019
Hardcover ISBN: 978-3-030-11910-2Published: 25 February 2019
eBook ISBN: 978-3-030-11911-9Published: 01 February 2019
Edition Number: 1
Number of Pages: XXI, 277
Number of Illustrations: 15 b/w illustrations, 1 illustrations in colour
Topics: Marketing, Business Strategy/Leadership