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Contemporary Marketing Strategy : Analyzing Consumer Behavior to Drive Managerial Decision Making. 現代マーケティング戦略
・ISBN 978-3-030-11910-2 hard EUR 149.99
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| 著者・編者 | Rajagopal, |
|---|---|
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2019 |
| ページ数 | 277 pp. |
| 言語 | ENG |
| ニュース番号 | ＜650-893 650-P1706＞ |
解説
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.