國立虎尾科技大學 |

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

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Contemporary Marketing Strategy/ by Rajagopal.
Reminder of title:	Analyzing Consumer Behavior to Drive Managerial Decision Making /
Author:	Rajagopal.
Description:	XXI, 277 p. 16 illus., 1 illus. in color.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-030-11911-9
ISBN:	9783030119119

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

Contemporary Marketing StrategyAnalyzing Consumer Behavior to Drive Managerial Decision Making /[electronic resource] :by Rajagopal. - 1st ed. 2019. - XXI, 277 p. 16 illus., 1 illus. in color.online resource.

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.

“…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 before the markets have been so challenging and consumers so confused as is today. Emerging from his lectures and vast experience of teaching in different geographies including India, I am confident that Dr. Rajagopal’s work will prove to be valuable to all students and researchers in marketing area.” —Rajan Saxena, PhD, Vice Chancellor, Narsee Monjee Institute of Management Studies, India “Making decision in marketing has become complex today, which is entangled with manifold performance indicators including consumer engagement metrics. Data, decision grids, and psychodynamics of consumers have pushed the managers into global labyrinth. This book explains the decision metrics at the grassroots of markets, synthesizing the extensive teaching and research experience of Dr Rajagopal, and sheds light into the effective use of data and analytics for understanding consumers and business decisions. It makes the book a must read for managers and all management students…” —Maria de Lourdes Dieck-Assad, PhD, Vice President for Hemispheric and Global Affairs, University of Miami, USA 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.

ISBN: 9783030119119

Standard No.: 10.1007/978-3-030-11911-9doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Contemporary Marketing Strategy = Analyzing Consumer Behavior to Drive Managerial Decision Making /
LDR:03810nam a22003975i 4500 001 1008128
003 DE-He213
005 20200704031453.0
007 cr nn 008mamaa
008 210106s2019 gw | s |||| 0|eng d
020 $a 9783030119119 $9 978-3-030-11911-9
024 7 $a 10.1007/978-3-030-11911-9 $2 doi
035 $a 978-3-030-11911-9
050 4 $a HF5410-5417.5
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
072 7 $a KJSM $2 thema
082 0 4 $a 658.8 $2 23
100 1 $a Rajagopal. $4 aut $4 http://id.loc.gov/vocabulary/relators/aut $3 939309
245 1 0 $a Contemporary Marketing Strategy $h [electronic resource] : $b Analyzing Consumer Behavior to Drive Managerial Decision Making / $c by Rajagopal.
250 $a 1st ed. 2019.
264 1 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2019.
300 $a XXI, 277 p. 16 illus., 1 illus. in color. $b online resource.
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
347 $a text file $b PDF $2 rda
505 0 $a 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.
520 $a “…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 before the markets have been so challenging and consumers so confused as is today. Emerging from his lectures and vast experience of teaching in different geographies including India, I am confident that Dr. Rajagopal’s work will prove to be valuable to all students and researchers in marketing area.” —Rajan Saxena, PhD, Vice Chancellor, Narsee Monjee Institute of Management Studies, India “Making decision in marketing has become complex today, which is entangled with manifold performance indicators including consumer engagement metrics. Data, decision grids, and psychodynamics of consumers have pushed the managers into global labyrinth. This book explains the decision metrics at the grassroots of markets, synthesizing the extensive teaching and research experience of Dr Rajagopal, and sheds light into the effective use of data and analytics for understanding consumers and business decisions. It makes the book a must read for managers and all management students…” —Maria de Lourdes Dieck-Assad, PhD, Vice President for Hemispheric and Global Affairs, University of Miami, USA 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.
650 0 $a Marketing. $3 557931
650 0 $a Leadership. $3 562584
650 2 4 $a Business Strategy/Leadership. $3 796119
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer Nature eBook
776 0 8 $i Printed edition: $z 9783030119102
776 0 8 $i Printed edition: $z 9783030119126
856 4 0 $u https://doi.org/10.1007/978-3-030-11911-9
912 $a ZDB-2-BUM
912 $a ZDB-2-SXBM
950 $a Business and Management (SpringerNature-41169)
950 $a Business and Management (R0) (SpringerNature-43719)