Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making

Rajagopal

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2025-10-02

Format: Hardcover

ISBN-13: 9783031959202

DOI: 10.1007/978-3-031-95921-9

Dimensions: 210cm x148cm

Pages: 439