Perspectives in Marketing, Innovation and Strategy

Philip Kotler, Subhadip Roy, Satyajit Chakrabarti, Dipak Saha, Rabin Mazumder, Philip Kotler, Subhadip Roy, Satyajit Chakrabarti, Dipak Saha, Rabin Mazumder

• Editorial: Routledge India
• Año: 2023
• ISBN:
  9781000961263
• Edición: 1
• Categoría: Business
• Categoría: Marketing

This book provides guidelines for the pragmatic integration of new marketing tools and business strategies for managers, researchers and students to implement innovative strategies in various industries.

Practical and actionable guidance is key to achieving high standards of strategic marketing across different organizations. This book offers a comprehensive overview of the application of diverse tools and strategic practices in the finance, e- commerce, fashion, entertainment and tourism industries, among others. It provides deep insights into consumer behaviour through extensive research and analysis in different sectors of business, especially during the COVID- 19 pandemic, as well as industry perspectives on shifts in consumption practices. It assesses buying behaviour and trends, demographic classifications, operational practices and the integration of technology in marketing and strategy.

Part of the Contemporary Management Practices series, this book will be useful to practicing managers, researchers and students who are interested in marketing, business studies, management studies, innovation and business strategy and communications.

Índice

• Cover
• Half Title
• Series Page
• Title Page
• Copyright Page
• Table of Contents
• List of Figures
• List of Tables
• List of Contributors
• Series Editors’ Preface
• Acknowledgements
• Introduction
• Part I Perspectives on Consumer Behaviour
• Part II Industrial Perspectives
• Index