Agile marketing strategies : new approaches to engaging consumer behavior / / Rajagopal

• Record Nr.: UNINA9910585790703321
• Autore: Rajagopal <1957->
• Pubbl/distr/stampa: Cham, Switzerland : , : Springer, , [2022]; ©2022
• ISBN: 9783031042126; 9783031042119
• Descrizione fisica: 1 online resource (254 pages)
• Disciplina: 658.8
• Soggetti: Marketing; Marketing - Planning
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Includes index.
• Nota di contenuto: Intro -- Acknowledgments -- Contents -- About the Author -- List of Figures -- 1 Introduction -- The Concept -- Thematic Discussions -- The Quadruple Bottom-Line in Business -- Behavioral Analysis -- Social Media and Markets -- Agility in Marketing Strategies -- Thematic Convergence -- Part I The Convergence -- 2 Consumer Dynamics -- Evolution of Consumer Behavior -- Behavioral Ecosystem -- Cognition and Emotions -- Changing Consumer Preferences -- Neurobehavioral Attributes -- 3 Social Media and Markets -- Social Media Marketing -- Evolution of Communication Strategies -- Relationship Marketing -- Social Phenotype and Consumer Behavior -- 4 Relationship Strategy -- Customer Relationship -- Relationship Foundations -- CRM Perspectives -- CRM Value Chain -- Corporate Behavior and Relationship Management -- Managing Loyalty Programs -- Competitive Touchpoints -- Competitive Market Cycle -- Part II The Shift -- 5 Neurobehavioral Perspectives -- Neurobehavioral Attributes -- Emotions and Consumer Behavior -- Neurobehavioral Effects: Arousal and Merriment -- Neuromarketing Techniques -- Functional Magnetic Resonance Imaging (fMRI) -- Electroencephalogram (EEG) -- Steady-State Topography (SST) -- Positron Emission Tomography (PET) -- Eye Tracking -- Facial Electromyography -- Skin Conductance -- Consumer Personality and Behavioral Traits -- Big Five Concept -- 6 ; Rethinking Marketing -- Cognition and Critical Thinking -- Collective Intelligence and Cognition -- Market Evolution -- Competition Complexity Grid -- Aggressive Marketing -- Crowd Business Modeling -- 7 The Agile Mind-Set -- Agile Marketing Concept and Practices -- Social Learning and Behavioral Flexibility -- Social Intelligence and Brand Effects -- Psychodynamics Among Consumers -- Consumption Philosophies -- Part III Window to the Future -- 8 Epilogue: The Extent of Agility.; Future Marketing Technology -- Technology Disruptions -- Conscious Consumerism -- Index.