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Contemporary Marketing Strategy - Analyzing Consumer Behavior to Drive Managerial Decision Making
Rajagopal
Verlag Palgrave Macmillan, 2019
ISBN 9783030119119 , 288 Seiten
Format PDF, OL
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Contemporary Marketing Strategy - Analyzing Consumer Behavior to Drive Managerial Decision Making
Preface
6
Acknowledgements
13
Contents
14
About the Author
16
List of Figures
18
Part I Role of Consumers
19
Chapter 1 Consumer Behavior: Internal Factors
20
Consumer Perceptions
24
Consumer Attitudes
27
Consumer Behavior
32
Consumer Motivation
34
Consumer Learning and Knowledge Transfer
37
Stimuli and Response Mapping
42
References
47
Chapter 2 Consumer Behavior: External Factors
51
Business Environment
55
Geo-Demographic Factors
59
Consumer Culture and Behavior
62
Seasonality and Consumer Perceptions
67
Co-creation, Consumer Value, and Behavioral Dimensions
72
References
76
Part II Market and Organization
80
Chapter 3 Understanding Market Environment
81
Globalization Environment
82
Market Ecosystem
87
External Environment
87
Industry Attractiveness
90
Consumer Behavior
91
Market Competition
95
Innovation and Growth
98
Market Segmentation, Targeting, and Positioning
99
Consumer Culture and Strategy Dimensions
105
References
109
Chapter 4 Strategic Capability and Direction
112
Capability and Competence
115
Sustainable Advantage
120
Organizational Mission and Vision
126
References
129
Part III Functional Strategies
132
Chapter 5 Advanced Marketing-Mix
133
Marketing-Mix Elements
136
Basic Elements-Product
139
Basic Elements-Price
140
Basic Elements-Place
141
Basic Elements-Promotion
143
Extended Functional Elements of Marketing-Mix
143
Extended Functional Element: Packaging
144
Extended Functional Element: Pace
145
Extended Functional Element: People
146
Extended Functional Element: Performance
148
Extended Functional Element: Psychodynamics
150
Design Elements of Marketing-Mix
151
Peripheral Elements of Marketing-Mix
153
Market Entry Strategies
156
References
159
Chapter 6 Product and Brand Strategy
162
Product-Mix Management
163
Extended Product Strategies
167
Product Lifecycle
172
Product Planning and Customer Relationship
176
Building Brands
180
Launching Brands
182
Brand Association
184
Brand Governance
186
Brand–Consumer Segments
188
Co-creation and Breakthrough Brands
190
Brand Communication
192
Voice of Brand
195
Word-of-Mouth
195
Comprehensive Branding
196
References
197
Chapter 7 Pricing Strategy
200
Pricing Structure
201
Pricing Taxonomy
204
Dual Standards
207
Conspicuous Pricing
208
Value-Added Pricing
208
Product Lifecycle Based Pricing Strategy
208
Introductory Stage
210
Growth Stage
213
Maturity Stage
215
Decline Stage
216
Pricing and Profitability
217
References
224
Chapter 8 Distribution and Promotion Strategy
226
Channel Management Strategy
227
Distribution Strategies
232
Managing Channel Conflicts
241
Distribution Technology
244
Promotion Strategy
246
Promotion Mix
250
References
254
Chapter 9 Marketing Research
256
The Scope of Marketing Research
256
Marketing Research Process
258
Organizational Research
265
Research Design Models
267
Diverse Areas of Marketing Research
270
Technology and Market Drivers
276
References
283
Index
284
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