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Agile Marketing Strategies - New Approaches to Engaging Consumer Behavior (Hardcover, 1st ed. 2022)
Loot Price: R4,303
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Agile Marketing Strategies - New Approaches to Engaging Consumer Behavior (Hardcover, 1st ed. 2022)
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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.
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