Rajagopal | Contemporary Marketing Strategy | Buch | sack.de

Rajagopal Contemporary Marketing Strategy



Analyzing Consumer Behavior to Drive Managerial Decision Making

1. Auflage 2019, 277 Seiten, Gebunden, Book, Format (B × H): 152 mm x 217 mm, Gewicht: 508 g
ISBN: 978-3-030-11910-2
Verlag: Springer, Berlin


Rajagopal Contemporary Marketing Strategy

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.

Zielgruppe


Research


Autoren/Hrsg.


Weitere Infos & Material


Section-I          Role of Consumers Chapter 1        Consumer Behavior: Internal Factors Chapter 2        Consumer Behavior: External Factors Section-II        Market and Organization Chapter 3        Understanding Market Environment Chapter 4        Strategic Capability and Direction Section-III       Functional Strategies Chapter 5        Advanced Marketing-mix Chapter 6        Product and Brand Strategy Chapter 7        Pricing Strategy Chapter 8        Distribution and Promotion Strategy Chapter 9        Marketing Research


Rajagopal
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.


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