
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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Role of Consumers
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Market and Organization
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Functional Strategies
Reviews
“Marketing is all about customers today…its embedded philosophy is people, products, and perceptions…market leadership with customers is the new global marketing order…technology and AI overpowers the conventional wisdom… it’s all about the advances in marketing that is the focus of the second edition of this book. A must read for students and practitioners.” (Angappa Gunasekaran, PhD, Professor and Former Director, School of Business Administration, Penn State University, Harrisburg, USA)
“Marketing is a continuous process intertwined with strategies and tactics. It gets impetus to lead with new concepts, innovation, and technology… This book discusses consumer behavior as a pivot to marketing strategy in contemporary context, which has been built on the success of its first edition. Powered with creative, informative, and applied knowledge, this book makes its identity in marketing education …” (Horacio Arredondo, PhD, Dean, EGADE Business School, Tecnologico de Monterrey, Monterrey, NL, Mexico)
“Drawing on his extensive teaching and research experience across leading global institutions, Rajagopal demonstrates in this second edition deep expertise and academic rigor by seamlessly integrating classic marketing principles with emergent themes such as digital transformation, neurobehavioral analytics, and post-pandemic consumer shifts beyond theory to deliver actionable insights. With global case studies, contemporary frameworks, and innovative marketing-mix strategies, this book is an essential resource for students, scholars, and practitioners …” (Marcus Goncalves, PhD, Associate Chair, Department of Administrative Studies, Metropolitan College Boston University, Boston, USA)
Authors and Affiliations
About the author
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