Contemporary Marketing Strategy

Analyzing Consumer Behavior to Drive Managerial Decision Making

Authors: Rajagopal

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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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eBook 83,29 €
price for Spain (gross)
  • ISBN 978-3-030-11911-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 103,99 €
price for Spain (gross)
  • ISBN 978-3-030-11910-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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.

About the authors

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.

Table of contents (9 chapters)

Table of contents (9 chapters)

Buy this book

eBook 83,29 €
price for Spain (gross)
  • ISBN 978-3-030-11911-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 103,99 €
price for Spain (gross)
  • ISBN 978-3-030-11910-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Contemporary Marketing Strategy
Book Subtitle
Analyzing Consumer Behavior to Drive Managerial Decision Making
Authors
Copyright
2019
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature
eBook ISBN
978-3-030-11911-9
DOI
10.1007/978-3-030-11911-9
Hardcover ISBN
978-3-030-11910-2
Edition Number
1
Number of Pages
XXI, 277
Number of Illustrations
15 b/w illustrations, 1 illustrations in colour
Topics