LEADER 04450nam 22006015 450 001 9910585790703321 005 20240312141929.0 010 $a9783031042126$b(electronic bk.) 010 $z9783031042119 024 7 $a10.1007/978-3-031-04212-6 035 $a(MiAaPQ)EBC7046567 035 $a(Au-PeEL)EBL7046567 035 $a(CKB)24267862400041 035 $a(PPN)263902404 035 $a(DE-He213)978-3-031-04212-6 035 $a(EXLCZ)9924267862400041 100 $a20220718d2022 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aAgile Marketing Strategies $eNew Approaches to Engaging Consumer Behavior /$fby Rajagopal 205 $a1st ed. 2022. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2022. 215 $a1 online resource (254 pages) 300 $aIncludes index. 311 08$aPrint version: Rajagopal Agile Marketing Strategies Cham : Springer International Publishing AG,c2022 9783031042119 327 $aPart-I:The Convergence -- Chapter 1:Consumer Dynamics -- Chapter 2:Social Media and Markets -- Chapter 3:Relationship Strategy -- Part-II:The Shift -- Chapter 4:Neurobehavioral Perspectives -- Chapter 5:Rethinking Marketing -- Chapter 6:The Agile Mind-set -- Part-III:Window to the Future -- Chapter 9: Epilogue: The Extent of Agility -- Index. 330 $aThis is a timely book that examines the concept of agility in marketing by converging neurobehavioral perspectives and customer engagement. It describes the evolution from Scrum methodology to agile management practices lingered over several changes and portray inclusivity in marketing through various examples. An excellent reference and read for practitioners and academics. Arturo Molina, PhD, Vice-Rector (Research and Innovation),Tecnologico de Monterrey, Mexico Agility may not drive perfection, but paves path for excellence by engaging customers and understanding their behavioral dynamics within a market ecosystem. This book contributes to agile marketing concept and practice converging new dimensions of neurobehavioral attributes and customer engagement. A good learning choice for the managers... Angappa Gunasekaran PhD, Director, School of Business Administration, Penn State University at Harrisburg, Middletown, PA, Agile movement has transformed the businesses into a digital workplace by connecting the people, performance, and profit. This book blends the agile marketing philosophy with the digital space and human behavior... The convergence of neuromarketing, neurobehavioral attributes, and customer engagement differentiates this book... John D Sullivan, PhD, Assistant Dean and Associate Professor, Boston University, Boston, MA Agility and agile transformation are the two facets of business, and both are correlated to business performance. This book addresses multi-layered themes between the broad domains of consumer behavior and marketing strategies with focus on agility as a business driver. Emphasizing on agile marketing strategy, this book argues the developing meaningful relationship with the stakeholders by analyzing neurobehavioral attributes and various sensitive touch points. The book offers new concepts on co-creation and coevolution in business development processes. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is Visiting Professor at Boston University and the UFV India Global Education of the University of the Fraser Valley, Canada. 606 $aMarketing 606 $aConsumer behavior 606 $aEntrepreneurship 606 $aNew business enterprises 606 $aMarketing 606 $aConsumer Behavior 606 $aEntrepreneurship 615 0$aMarketing. 615 0$aConsumer behavior. 615 0$aEntrepreneurship. 615 0$aNew business enterprises. 615 14$aMarketing. 615 24$aConsumer Behavior. 615 24$aEntrepreneurship. 676 $a658.8 676 $a658.8 700 $aRajagopal$f1957-$0874431 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 912 $a9910585790703321 996 $aAgile marketing strategies$92917789 997 $aUNINA