© 2019

Contemporary Marketing Strategy

Analyzing Consumer Behavior to Drive Managerial Decision Making


Table of contents

  1. Front Matter
    Pages i-xxi
  2. Role of Consumers

    1. Front Matter
      Pages 1-1
    2. Rajagopal
      Pages 35-63
  3. Market and Organization

    1. Front Matter
      Pages 65-65
    2. Rajagopal
      Pages 67-97
    3. Rajagopal
      Pages 99-118
  4. Functional Strategies

    1. Front Matter
      Pages 119-119
    2. Rajagopal
      Pages 121-149
    3. Rajagopal
      Pages 151-188
    4. Rajagopal
      Pages 189-214
    5. Rajagopal
      Pages 215-244
    6. Rajagopal
      Pages 245-272
  5. Back Matter
    Pages 273-277

About this book


“…Rajagopal is one of those rare breeds in academics in Marketing and Strategy area who has published regularly on contemporary themes. Marketing today has undergone a significant change largely due to the interplay of three forces- technology, globalization, and changing demographics. Never before the markets have been so challenging and consumers so confused as is today. Emerging from his lectures and vast experience of teaching in different geographies including India, I am confident that Dr. Rajagopal’s work will prove to be valuable to all students and researchers in marketing area.”

Rajan Saxena, PhD, Vice Chancellor, Narsee Monjee Institute of Management Studies, India

“Making decision in marketing has become complex today, which is entangled with manifold performance indicators including consumer engagement metrics. Data, decision grids, and psychodynamics of consumers have pushed the managers into global labyrinth. This book explains the decision metrics at the grassroots of markets, synthesizing the extensive teaching and research experience of Dr Rajagopal, and sheds light into the effective use of data and analytics for understanding consumers and business decisions. It makes the book a must read for managers and all management students…”

Maria de Lourdes Dieck-Assad, PhD, Vice President for Hemispheric and Global Affairs, University of Miami, USA

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.


Decision Making Consumer Behavior Market Competition Marketing-mix pricing strategy Product Strategy Distribution Channel-structure strategy Brand Strategy Brand Management Marketing research methods

Authors and affiliations

  1. 1.EGADE Business SchoolTecnologico de MonterreySanta Fe, Mexico CityMexico

About the authors

Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Adjunct Professor at Boston University, MA. He has authored 55 books and over 400 research papers. Rajagopal is Editor of several academic journals.

Bibliographic information

  • Book Title Contemporary Marketing Strategy
  • Book Subtitle Analyzing Consumer Behavior to Drive Managerial Decision Making
  • Authors Rajagopal
  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature 2019
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-030-11910-2
  • eBook ISBN 978-3-030-11911-9
  • Edition Number 1
  • Number of Pages XXI, 277
  • Number of Illustrations 15 b/w illustrations, 1 illustrations in colour
  • Topics Marketing
    Business Strategy/Leadership
  • Buy this book on publisher's site
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