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Advanced Marketing-Mix

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  • Rajagopal

    (Tecnologico de Monterrey)

Abstract

This chapter discusses advanced marketing-mix, which consists of basic, extended functional, and design elements besides various peripheral elements supporting the marketing-mix for developing appropriate marketing strategies. Advanced marketing-mix comprising various nonconventional elements that are groundbreaking for the marketing organizations in making the right marketing decision across geo-demographic consumer segments. The discussions in this chapter deliver core knowledge and skills for understanding decision metrics, and developing suitable marketing strategies to gain competitive leverage. This chapter also discusses entry strategies for the companies, which are exploring new markets for driving business growth.

Suggested Citation

  • Rajagopal, 2019. "Advanced Marketing-Mix," Palgrave Macmillan Books,, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-3-030-11911-9_5
    DOI: 10.1007/978-3-030-11911-9_5
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