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

By Dr. 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.

• Format: Hardcover
• Language: English
• ISBN: 3031959205
• ISBN13: 9783031959202
• Release Date: October 2025
• Publisher: Palgrave MacMillan
• Length: 439 Pages
• Weight: 1.55 lbs.
• Dimensions: 1.2" x 5.8" x 7.9"