Agile Marketing Strategies

New Approaches to Engaging Consumer Behavior

Rajagopal (Autor)

Buch | Softcover

XIII, 251 Seiten

2023 | 1st ed. 2022
Springer International Publishing (Verlag)
978-3-031-04214-0 (ISBN)

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This book discusses the analysis of consumer behavior as a fundamental tool to build agility in business models and strategies. Exploring recent scientific developments in neurobehavioral research, this book argues that the development of agile marketing strategies requires an examination of neurobehavioral experiences in visual merchandising, shopping, and consumption, and an understanding cognitive synchronization with emotions, such as eye movements, gestures, verbal manifestation, and encoding behavior among consumers. The author discusses possible approaches to measure neuro-responses during a consumer's shopping experience, both in-store and online. Such approaches will help firms to understand real-time neurobehavioral effects and improve the marketing capabilities of the firm accordingly.
Discussing new strategies suitable to co-create agile business models in association with the market players and consumers, this interdisciplinary work engages scholarship on business agility, consumer behavior, social intervention, collective intelligence, decision-making, and stakeholder values.

lt;b> Rajagopal is Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Commerce, and Manufacture, London, United Kingdom. Dr. Rajagopal is serving as Visiting Professor at Boston University, Boston, Massachusetts, since 2013 and is also adjunct professor at the UFV India Global Education of the University of the Fraser Valley, Canada.

Part-I:The Convergence.- Chapter 1:Consumer Dynamics.- Chapter 2:Social Media and Markets.- Chapter 3:Relationship Strategy.- Part-II:The Shift.- Chapter 4:Neurobehavioral Perspectives.- Chapter 5:Rethinking Marketing.- Chapter 6:The Agile Mind-set.- Part-III:Window to the Future.- Chapter 9: Epilogue: The Extent of Agility.- Index.

Erscheinungsdatum	21.07.2023
Zusatzinfo	XIII, 251 p. 14 illus.
Verlagsort	Cham
Sprache	englisch
Maße	148 x 210 mm
Gewicht	354 g
Themenwelt	Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	agile marketing • Behavioral marketing • Consumer Behavior • CRM • Customer Engagement • Marketing strategy • Neuromarketing • Social Media
ISBN-10	3-031-04214-X / 303104214X
ISBN-13	978-3-031-04214-0 / 9783031042140
Zustand	Neuware