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.
Table of Content
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.
About the author
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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