000 01724nam a22002057a 4500
999 _c5088
_d5088
005 20230314103304.0
008 230314b ||||| |||| 00| 0 eng d
020 _a9783031042119
082 _a658.800973
_bRAJ
100 _aRajagopal
_911898
245 _aAgile marketing strategies:
_b new approaches to engaging consumer behavior
260 _bPalgrave Macmillan
_aSwitzerland
_c2022
300 _axiii, 251 p.
365 _aEURO
_b129.99
520 _aThis 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.
650 _aMarketing
_9209
650 _aBusiness enterprises--Marketing
_97422
650 _aMarketing--Data processing
_912182
942 _2ddc
_cBK