“…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...