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

Informasi Umum

Kode

20.21.1344

Klasifikasi

658.802 - General topics of marketing management, Communication in marketing, Green marketing, Market Segmentation, Marketing strategy

Jenis

Buku - Elektronik (E-Book)

Subjek

Marketing Strategy

No. Rak

21

Informasi Lainnya

Abstraksi

Companies must continually update their business models, strategies, and communications to respond to the explosion of consumer options. Although the theory of cumulative advantage makes sense in predictable industries, consumer behavior tends to shift continuously. Companies need to balance the power of cumulative advantage with the need to refresh their approach on managing consumers. One of the strategies in this front is to leverage company’s core capabilities in a new format accentuating to work with consumers. LEGO Group developed its cumulative advantage by mining the emotional perceptions of consumers with colorful blocks, which delivers the legendary message to young managers that the value of a brand can be built as a part of someone’s identity. Such market decision delivers a powerful competitive advantage for the companies. Managerial ability to take a purely rational approach to decision-making in marketing is often suffered by lack of clarity within the organization, and insuffcient information about the consumer perceptions on need and associated values. The managerial judgment is therefore directed by a set of systematic biases within the organization and around the market.

This book is divided into nine chapters across three parts comprising the role of consumers, market and organization, and the functional strategies

Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	Raja Gopal
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Palgrave Macmillan
Kota	Switzerland
Tahun	2019

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

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