Part-I:The Convergence -- Chapter 1:Consumer Dynamics -- Chapter 2:Social Media and Markets -- Chapter 3:Relationship Strategy -- Part-II:The Shift -- Chapter 4:Neurobehavioral Perspectives -- Chapter 5:Rethinking Marketing -- Chapter 6:The Agile Mind-set -- Part-III:Window to the Future --...

Part I Understanding Market Competition -- 1. Managing Brands in Competitive Marketplaces -- 2. Branding Decisions -- 3. Brand Positioning and Value Creation -- Part II Managing Brands -- 4. Branding Strategy -- 5. Brand Portfolio Management -- 6. New Trends in Brand Management -- 7. Branding in...

“…Rajagopal is one of those rare breeds in academics in Marketing and Strategy area who has published regularly on contemporary themes. Marketing today has undergone a significant change largely due to the interplay of three forces- technology, globalization, and changing demographics. Never...

Cover -- Contents -- Preface -- Acknowledgments -- Chapter 1: Exploring Consumers Today -- Chapter 2: Consumer Impetus and Business Management -- Chapter 3: Decision Metrics for Competitive Business -- Chapter 4: Behavioral Patterns and Performance Appraisal -- Chapter 5: Measuring Consumer...