Agile marketing strategies: new approaches to engaging consumer behavior

By:

Rajagopal

Material type: Text

TextPublication details: Palgrave Macmillan Switzerland 2022Description: xiii, 251 pISBN:

9783031042119

Subject(s):

DDC classification:

658.800973 RAJ

Summary: 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.

List(s) this item appears in: Public Policy & General Management

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.800973 RAJ (Browse shelf(Opens below))	1	Available		004671

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Previous	658.800842 PAD Marketing to millennials for dummies	658.8009 LEE Business & marketing across cultures	658.800954 CHE Kaleidoscopic perspectives of research in the globalized era	658.800973 RAJ Agile marketing strategies:	658.802 AND The long tail: how endless choice is creating unlimited demand	658.802 AND Strategic marketing for nonprofit organizations	658.802 BAT The rise of positive luxury:	Next

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.

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