Contemporary Marketing Strategy - Rajagopal
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
Rajagopal is Distinguished Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, Mexico and Visiting Professor at Boston University, USA. He has to his credit several books and research papers published in refereed international journals. The President of India conferred the Overseas Indian Award (Pravasi Bhartiya Samman Award) to Dr Rajagopal in 2023 for outstanding contribution in the field of Education. Ananya Rajagopal is Research Professor at Universidad Anahuac, Mexico. She has published several research papers in international refereed journals and five books in in the field of entrepreneurship. She has contributed chapters in several edited books and participated in reputed international conferences.