Skip to main content

Advanced Search

Projected result for your current search: 0

Search Operators:

You can use operators in your search query to narrow down your results even more. Click on the search operator to see an explanation of how it works.
Finds documents with exactly this word group, in exactly this word order and spelling (e.g. "employer branding").
Finds documents with both search terms (e.g. sales AND bonus).
Finds documents with one or the other search term (e.g. porsche OR volkswagen).
Finds documents with all search terms. Blank space is understood as AND (e.g. man robot production).
Finds documents with no appearance of the word behind NOT (e.g. ford NOT "harrison ford").
Finds documents where the search term is mentioned at least "n" times."n" may be any number (e.g. COUNT(gear)>8).
Finds documents with both search terms in any word order, permitting "n" words as a maximum distance between them. Best choose between 15 and 30 (e.g. NEAR(recruit, professionals, 20)).
Finds documents with the search term in word versions or composites. The asterisk * marks whether you wish them BEFORE, BEHIND, or BEFORE and BEHIND the search term (e.g. lightweight*, *lightweight, *lightweight*).
Finds documents with the search term in different spellings. "?" allows only one character (e.g. organi?ation).
Special characters are understood as AND (e.g. Miller Bros. & Sons).

Semantic Search

powered by (Link opens in a new window)
loading …
Log in
Top

5. Advanced Marketing-Mix

  • 2019
  • OriginalPaper
  • Chapter
Published in:
Author
Rajagopal
Published in
Contemporary Marketing Strategy
Publisher
Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

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.

Already a customer? Then log in here to gain access.

Customer login

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Business + Economics & Engineering + Technology"

Online-Abonnement

Springer Professional "Business + Economics & Engineering + Technology" gives you access to:

  • more than 102.000 books
  • more than 537 journals

from the following subject areas:

  • Automotive
  • Construction + Real Estate
  • Business IT + Informatics
  • Electrical Engineering + Electronics
  • Energy + Sustainability
  • Finance + Banking
  • Management + Leadership
  • Marketing + Sales
  • Mechanical Engineering + Materials
  • Insurance + Risk


Secure your knowledge advantage now!

inform now

Springer Professional "Business + Economics"

Online-Abonnement

Springer Professional "Business + Economics" gives you access to:

  • more than 67.000 books
  • more than 340 journals

from the following specialised fileds:

  • Construction + Real Estate
  • Business IT + Informatics
  • Finance + Banking
  • Management + Leadership
  • Marketing + Sales
  • Insurance + Risk



Secure your knowledge advantage now!

inform now

For explorers: Get to know our platforms better with a free registration.

Register for free
previous chapter Strategic Capability and Direction
next chapter Product and Brand Strategy
Title
Advanced Marketing-Mix
Author
Rajagopal
Copyright Year
2019
Publisher
Springer International Publishing
Book
Contemporary Marketing Strategy

Print ISBN: 978-3-030-11910-2

Electronic ISBN: 978-3-030-11911-9

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-11911-9_5
This content is only visible if you are logged in and have the appropriate permissions.