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

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

by Rajagopal

Hardcover(1st ed. 2019)

$119.99
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Product Details

ISBN-13: 9783030119102
Publisher: Springer International Publishing
Publication date: 02/01/2019
Edition description: 1st ed. 2019
Pages: 277
Product dimensions: 5.83(w) x 8.27(h) x (d)

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.

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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