Agile Marketing Strategies: New Approaches to Engaging Consumer Behavior - Rajagopal - Grāmatas - Springer International Publishing AG - 9783031042140 - 2023. gada 20. jūlijs
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Rajagopal
Agile Marketing Strategies: New Approaches to Engaging Consumer Behavior 2022 edition

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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.

251 pages, 14 Illustrations, black and white; XIII, 251 p. 14 illus.

Mediji Grāmatas     Paperback Book   (Grāmata ar mīksto vāku un līmēto muguru)
Izlaists 2023. gada 20. jūlijs
ISBN13 9783031042140
Izdevēji Springer International Publishing AG
Lapas 251
Izmēri 210 × 148 × 20 mm   ·   354 g
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