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Contemporary Marketing Strategy

Analyzing Consumer Behavior to Drive Managerial Decision Making

  • Book
  • © 2019

Overview

Authors:
  1. Rajagopal

    1. EGADE Business School, Tecnologico de Monterrey, Santa Fe, Mexico City, Mexico

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  • 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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Table of contents (9 chapters)

  1. Front Matter

    Pages i-xxi
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  2. Role of Consumers

    1. Front Matter

      Pages 1-1
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    2. Consumer Behavior: Internal Factors

      • Rajagopal
      Pages 3-33

    3. Consumer Behavior: External Factors

      • Rajagopal
      Pages 35-63

  3. Market and Organization

    1. Front Matter

      Pages 65-65
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    2. Understanding Market Environment

      • Rajagopal
      Pages 67-97

    3. Strategic Capability and Direction

      • Rajagopal
      Pages 99-118

  4. Functional Strategies

    1. Front Matter

      Pages 119-119
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    2. Advanced Marketing-Mix

      • Rajagopal
      Pages 121-149

    3. Product and Brand Strategy

      • Rajagopal
      Pages 151-188

    4. Pricing Strategy

      • Rajagopal
      Pages 189-214

    5. Distribution and Promotion Strategy

      • Rajagopal
      Pages 215-244

    6. Marketing Research

      • Rajagopal
      Pages 245-272

  5. Back Matter

    Pages 273-277
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Keywords

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.

Authors and Affiliations

  • EGADE Business School, Tecnologico de Monterrey, Santa Fe, Mexico City, Mexico

    Rajagopal

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

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