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

Raja Gopal

Informasi Dasar

20.21.1344
658.802
Buku - Elektronik (E-Book)

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

Subjek

MARKETING STRATEGY
 

Katalog

Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making
978-3-030-11911-9
277p.; pdf file.; 3.4 MB
English

Sirkulasi

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Pengarang

Raja Gopal
Perorangan
 
 

Penerbit

Palgrave Macmillan
Switzerland
2019

Koleksi

Kompetensi

 

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