Contemporary Marketing Strategy Analyzing Consumer Behavior to Drive Managerial Decision Making /

• Main Author: Rajagopal (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2019.
• Edition: 1st ed. 2019.
• Subjects: Marketing.; Leadership.; Business Strategy/Leadership.

"...Rajagopal is one of those rare breeds in academics in Marketing and Strategy area who has published regularly on contemporary themes. Marketing today has undergone a significant change largely due to the interplay of three forces- technology, globalization, and changing demographics. Never...

Table of Contents:

• 1. Consumer Behavior: Internal Factors
• 2. Consumer Behavior: External Factors
• 3. Understanding Market Environment
• 4. Strategic Capability and Direction
• 5. Advanced Marketing-mix
• 6. Product and Brand Strategy
• 7. Pricing Strategy
• 8. Distribution and Promotion Strategy
• 9. Marketing Research.