Authors:
- Redefines customer relationship processes and suggests new metrics to evaluate the efficacy of customer relations
- Explores themes such as consumer behavior dynamics, social media, relationship marketing, and neurobehavioral marketing
- Converges research on neural effects on consumer behavior and their implications in infusing agility in marketing
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Table of contents (8 chapters)
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Front Matter
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The Convergence
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Front Matter
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The Shift
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Front Matter
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Window to the Future
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Front Matter
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Back Matter
About this book
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.
Authors and Affiliations
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Tecnologico de Monterrey, EGADE Business School, Mexico, Mexico
Rajagopal
About the author
Bibliographic Information
Book Title: Agile Marketing Strategies
Book Subtitle: New Approaches to Engaging Consumer Behavior
Authors: Rajagopal
DOI: https://doi.org/10.1007/978-3-031-04212-6
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature 2022
Hardcover ISBN: 978-3-031-04211-9Published: 19 July 2022
Softcover ISBN: 978-3-031-04214-0Published: 20 July 2023
eBook ISBN: 978-3-031-04212-6Published: 18 July 2022
Edition Number: 1
Number of Pages: XIII, 251
Number of Illustrations: 14 b/w illustrations
Topics: Marketing, Consumer Behavior, Entrepreneurship