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.

Presents current research related to marketing strategy, with a focus on consumer behavior Discusses the role of emerging technologies in developing competitive marketing strategies and creating consumer value Illustrates consumer analysis and market behavior mapping

Autorentext

Rajagopal is Distinguished Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, Mexico and Visiting Professor at Boston University, USA. He has to his credit several books and research papers published in refereed international journals. The President of India conferred the Overseas Indian Award (Pravasi Bhartiya Samman Award) to Dr Rajagopal in 2023 for outstanding contribution in the field of Education. Ananya Rajagopal is Research Professor at Universidad Anahuac, Mexico. She has published several research papers in international refereed journals and five books in in the field of entrepreneurship. She has contributed chapters in several edited books and participated in reputed international conferences.

Klappentext
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.

Inhalt

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.