Contemporary marketing strategy : analyzing consumer behavior to drive managerial decision making
著者
書誌事項
Contemporary marketing strategy : analyzing consumer behavior to drive managerial decision making
Palgrave Macmillan, c2019
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
Section-I Role of Consumers
Chapter 1 Consumer Behavior: Internal Factors
Chapter 2 Consumer Behavior: External Factors
Section-II Market and Organization
Chapter 3 Understanding Market Environment
Chapter 4 Strategic Capability and Direction
Section-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
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