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

ISBN-10: 3030119114
ISBN-13: 9783030119119
Category: Business & Economics
Pages: 277
Language: English
Published: 2019-02-01
Publisher: Springer
Author: Rajagopal

Description

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.

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