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.

Autorentext

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.