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

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

Hardcover

ManagementMarketing

Currently unavailable to order

ISBN10: 3031959205
ISBN13: 9783031959202
Publisher: Palgrave MacMillan
Published: Oct 2 2025
Pages: 439
Weight: 1.55
Height: 1.20 Width: 5.80 Depth: 7.90
Language: English
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.

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