فهرست مطالب
Front Matter ....Pages 1-1
Consumer Behavior: Internal Factors ( Rajagopal)....Pages 3-33
Consumer Behavior: External Factors ( Rajagopal)....Pages 35-63
Front Matter ....Pages 65-65
Understanding Market Environment ( Rajagopal)....Pages 67-97
Strategic Capability and Direction ( Rajagopal)....Pages 99-118
Front Matter ....Pages 119-119
Advanced Marketing-Mix ( Rajagopal)....Pages 121-149
Product and Brand Strategy ( Rajagopal)....Pages 151-188
Pricing Strategy ( Rajagopal)....Pages 189-214
Distribution and Promotion Strategy ( Rajagopal)....Pages 215-244
Marketing Research ( Rajagopal)....Pages 245-272
Back Matter ....Pages 273-277