Overview

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.

Full Product Details

Author:   Rajagopal
Publisher:   Springer Nature Switzerland AG
Imprint:   Springer Nature Switzerland AG
Edition:   1st ed. 2019
Weight:   0.519kg
ISBN:  

9783030119102

ISBN 10:   3030119106
Pages:   277
Publication Date:   25 February 2019
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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Table of Contents

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

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.

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