This book discusses competitive market dynamics explain contextual market entropy caused because of swift changes in the innovation and technology scenarios.

It delineates the attributes of cognitive ergonomics of consumers responding to the market dynamics under the shrinking scenarios of large markets.

The author analyzes the emerging theory of chaos, fragmentation of markets, and agile business models to gain advantage in the competitive marketplace and deliberates upon factors that are critical to success of firms. In addition, this book presents new insights on developing hybrid business models using both aggressive and defensive marketing strategies to manage market chaos and behavioral complexities of consumers.