Agile marketing strategies : new approaches to engaging consumer behavior / / Rajagopal
(Visualizza in formato marc)
(Visualizza in BIBFRAME)
| Autore: |
Rajagopal <1957->
|
| Titolo: |
Agile marketing strategies : new approaches to engaging consumer behavior / / Rajagopal
|
| Pubblicazione: | Cham, Switzerland : , : Springer, , [2022] |
| ©2022 | |
| Descrizione fisica: | 1 online resource (254 pages) |
| Disciplina: | 658.8 |
| Soggetto topico: | Marketing |
| Marketing - Planning | |
| 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. | |
| Titolo autorizzato: | Agile marketing strategies |
| ISBN: | 9783031042126 |
| 9783031042119 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910585790703321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |