TY  - BOOK
AU  - Rajagopal
TI  - Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making
SN  - 9783030119102
U1  - 658.8 
PY  - 2019///
CY  - Switzerland
PB  - Palgrave Macmillan
KW  - Marketing
N2  - PART I ROLE OF CONSUMERS
1. Consumer Behavior: Internal Factors
2. Consumer Behavior: External Factors
PART II MARKET & ORGANIZATION 
3. Understanding Market Environment
4. Strategic Capability and Direction
PART III 5. ADVANCED MARKETING-MIX
6. Product and Brand Strategy
7. Pricing Strategy
8. Distribution and Promotion Strategy
9. Marketing Research


ER  -