Contemporary marketing strategy : analyzing consumer behavior to drive managerial decision making

Abstract

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.