Contemporary Marketing Strategy

Marketing is a continuous process intertwined with strategies and tactics. It gets impetus to lead with new concepts, innovation, and technology… This book discusses consumer behavior as a pivot to marketing strategy in contemporary context, which has been built on the success of its first edition. Powered with creative, informative, and applied knowledge, this book makes its identity in marketing education…

Horacio Arredondo, PhD, Dean, EGADE Business School, Tecnologico de Monterrey, Monterrey, NL, Mexico

Drawing on his extensive teaching and research experience across leading global institutions, Rajagopal demonstrates in this second edition deep expertise and academic rigor by seamlessly integrating classic marketing principles with emergent themes such as digital transformation, neurobehavioral analytics, and post-pandemic consumer shifts beyond theory to deliver actionable insights. With global case studies, contemporary frameworks, and innovative marketing-mix strategies, this book is an essential resource for students, scholars, and practitioners… 

Marcus Goncalves, PhD, Associate Chair, Department of Administrative Studies, Metropolitan College Boston University, Boston, USA

This book offers knowledge and skills about developing market-centric and competition-oriented models and illustrates the power of consumers in managing sensitive market interventions through marketing-mix strategies, innovation, and technology applications for competitive markets. This updated edition discusses applied marketing concepts in real-life situations, incorporating new insights on the role of technology in marketing, with a particular emphasis on AI and machine learning, while also addressing topics related to consumer privacy and data protection. It will serve as a valuable resource for researchers interested in marketing in the digital age. 

Rajagopal is Distinguished Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, at Mexico City Campus and Visiting Professor at Boston University, Boston, Massachusetts since 2013.