Contemporary Marketing Strategy, 1st ed. 2019 Analyzing Consumer Behavior to Drive Managerial Decision Making
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.
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.
Date de parution : 02-2019
Ouvrage de 277 p.
14.8x21 cm
Disponible chez l'éditeur (délai d'approvisionnement : 15 jours).
Prix indicatif 147,69 €
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