Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making
Author:   Rajagopal
Publisher:   Springer International Publishing AG
Edition:   Second Edition 2025
ISBN:  

9783031959202


Pages:   439
Publication Date:   02 October 2025
Format:   Hardback
Availability:   Manufactured on demand   Availability explained
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Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making


Overview

This book offers knowledge and skills about developing market-centric and competition-oriented models and illustrates the power of consumers in managing sensitive market interventions through marketing-mix strategies, innovation, and technology applications for competitive markets. This updated edition discusses applied marketing concepts in real-life situations, incorporating new insights on the role of technology in marketing, with a particular emphasis on AI and machine learning, while also addressing topics related to consumer privacy and data protection. It will serve as a valuable resource for researchers interested in marketing in the digital age.

Full Product Details

Author:   Rajagopal
Publisher:   Springer International Publishing AG
Imprint:   Palgrave Macmillan
Edition:   Second Edition 2025
ISBN:  

9783031959202


ISBN 10:   3031959205
Pages:   439
Publication Date:   02 October 2025
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Part-I: Role of Consumers.- Chapter 1: Consumer Behavior: Internal Factors.- Chapter 2: Consumer Behavior: External Factors.- Part-II: Market and Organization.- Chapter 3: Understanding Market Environment.- Chapter 4: Strategic Capability and Direction.- Part-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.

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Author Information

Rajagopal is Distinguished Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, at Mexico City Campus and Visiting Professor at Boston University, Boston, Massachusetts since 2013.

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