東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Linked to FindBook

Google Book

Amazon

博客來

Contemporary marketing strategy = analyzing consumer behavior to drive managerial decision making /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Contemporary marketing strategy/ by Rajagopal.
Reminder of title:	analyzing consumer behavior to drive managerial decision making /
Author:	Rajagopal.
Published:	Cham :Springer Nature Switzerland : : 2025.,
Description:	xxxi, 439 p. :ill. (some col.), digital ;24 cm.
[NT 15003449]:	Part-I: Role of Consumers -- Chapter 1: Consumer Behavior: Internal Factors -- Chapter 2: Consumer Behavior: External Factors -- Part-II: Market and Organization -- Chapter 3: Understanding Market Environment -- Chapter 4: Strategic Capability and Direction -- Part-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.
Contained By:	Springer Nature eBook
Subject:	Consumer behavior. -
Online resource:	https://doi.org/10.1007/978-3-031-95921-9
ISBN:	9783031959219

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. - Second edition. - Cham :Springer Nature Switzerland :2025. - xxxi, 439 p. :ill. (some col.), digital ;24 cm.

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

Marketing is a continuous process intertwined with strategies and tactics. It gets impetus to lead with new concepts, innovation, and technology... This book discusses consumer behavior as a pivot to marketing strategy in contemporary context, which has been built on the success of its first edition. Powered with creative, informative, and applied knowledge, this book makes its identity in marketing education... Horacio Arredondo, PhD, Dean, EGADE Business School, Tecnologico de Monterrey, Monterrey, NL, Mexico Drawing on his extensive teaching and research experience across leading global institutions, Rajagopal demonstrates in this second edition deep expertise and academic rigor by seamlessly integrating classic marketing principles with emergent themes such as digital transformation, neurobehavioral analytics, and post-pandemic consumer shifts beyond theory to deliver actionable insights. With global case studies, contemporary frameworks, and innovative marketing-mix strategies, this book is an essential resource for students, scholars, and practitioners... Marcus Goncalves, PhD, Associate Chair, Department of Administrative Studies, Metropolitan College Boston University, Boston, USA This book offers knowledge and skills about developing market-centric and competition-oriented models and illustrates the power of consumers in managing sensitive market interventions through marketing-mix strategies, innovation, and technology applications for competitive markets. This updated edition discusses applied marketing concepts in real-life situations, incorporating new insights on the role of technology in marketing, with a particular emphasis on AI and machine learning, while also addressing topics related to consumer privacy and data protection. It will serve as a valuable resource for researchers interested in marketing in the digital age. Rajagopal is Distinguished Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, at Mexico City Campus and Visiting Professor at Boston University, Boston, Massachusetts since 2013.

ISBN: 9783031959219

Standard No.: 10.1007/978-3-031-95921-9doiSubjects--Topical Terms:

535816
Consumer behavior.

LC Class. No.: HF5415.32

Dewey Class. No.: 658.8342

Contemporary marketing strategy = analyzing consumer behavior to drive managerial decision making /
LDR:03619nmm a2200337 a 4500 001 2414522
003 DE-He213
005 20251001130507.0
006 m d
007 cr nn 008maaau
008 260205s2025 sz s 0 eng d
020 $a 9783031959219 $q (electronic bk.)
020 $a 9783031959202 $q (paper)
024 7 $a 10.1007/978-3-031-95921-9 $2 doi
035 $a 978-3-031-95921-9
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.32
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJS $2 thema
082 0 4 $a 658.8342 $2 23
090 $a HF5415.32 $b .R161 2025
100 1 $a Rajagopal. $3 1976637
245 1 0 $a Contemporary marketing strategy $h [electronic resource] : $b analyzing consumer behavior to drive managerial decision making / $c by Rajagopal.
250 $a Second edition.
260 $a Cham : $b Springer Nature Switzerland : $b Imprint: Palgrave Macmillan, $c 2025.
300 $a xxxi, 439 p. : $b ill. (some col.), digital ; $c 24 cm.
505 0 $a Part-I: Role of Consumers -- Chapter 1: Consumer Behavior: Internal Factors -- Chapter 2: Consumer Behavior: External Factors -- Part-II: Market and Organization -- Chapter 3: Understanding Market Environment -- Chapter 4: Strategic Capability and Direction -- Part-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.
520 $a Marketing is a continuous process intertwined with strategies and tactics. It gets impetus to lead with new concepts, innovation, and technology... This book discusses consumer behavior as a pivot to marketing strategy in contemporary context, which has been built on the success of its first edition. Powered with creative, informative, and applied knowledge, this book makes its identity in marketing education... Horacio Arredondo, PhD, Dean, EGADE Business School, Tecnologico de Monterrey, Monterrey, NL, Mexico Drawing on his extensive teaching and research experience across leading global institutions, Rajagopal demonstrates in this second edition deep expertise and academic rigor by seamlessly integrating classic marketing principles with emergent themes such as digital transformation, neurobehavioral analytics, and post-pandemic consumer shifts beyond theory to deliver actionable insights. With global case studies, contemporary frameworks, and innovative marketing-mix strategies, this book is an essential resource for students, scholars, and practitioners... Marcus Goncalves, PhD, Associate Chair, Department of Administrative Studies, Metropolitan College Boston University, Boston, USA This book offers knowledge and skills about developing market-centric and competition-oriented models and illustrates the power of consumers in managing sensitive market interventions through marketing-mix strategies, innovation, and technology applications for competitive markets. This updated edition discusses applied marketing concepts in real-life situations, incorporating new insights on the role of technology in marketing, with a particular emphasis on AI and machine learning, while also addressing topics related to consumer privacy and data protection. It will serve as a valuable resource for researchers interested in marketing in the digital age. Rajagopal is Distinguished Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, at Mexico City Campus and Visiting Professor at Boston University, Boston, Massachusetts since 2013.
650 0 $a Consumer behavior. $3 535816
650 0 $a Marketing $x Management. $3 559161
650 0 $a Decision making. $3 517204
650 1 4 $a Marketing. $3 536353
650 2 4 $a Business Strategy and Leadership. $3 3591715
650 2 4 $a IT in Business. $3 2114922
710 2 $a SpringerLink (Online service) $3 836513
773 0 $t Springer Nature eBook
856 4 0 $u https://doi.org/10.1007/978-3-031-95921-9
950 $a Business and Management (SpringerNature-41169)