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Palgrave Macmillan

Agile Marketing Strategies

New Approaches to Engaging Consumer Behavior

  • Book
  • © 2022

Overview

Authors:
  1. Rajagopal

    1. Tecnologico de Monterrey, EGADE Business School, Mexico, Mexico

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  • 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)

  1. Front Matter

    Pages i-xiii
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  2. Introduction

    • Rajagopal
    Pages 1-21

  3. The Convergence

    1. Front Matter

      Pages 23-23
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    2. Consumer Dynamics

      • Rajagopal
      Pages 25-53

    3. Social Media and Markets

      • Rajagopal
      Pages 55-85

    4. Relationship Strategy

      • Rajagopal
      Pages 87-117

  4. The Shift

    1. Front Matter

      Pages 119-119
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    2. Neurobehavioral Perspectives

      • Rajagopal
      Pages 121-154

    3. Rethinking Marketing

      • Rajagopal
      Pages 155-188

    4. The Agile Mind-Set

      • Rajagopal
      Pages 189-224

  5. Window to the Future

    1. Front Matter

      Pages 225-225
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    2. Epilogue: The Extent of Agility

      • Rajagopal
      Pages 227-245

  6. Back Matter

    Pages 247-251
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Keywords

About this book

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.

Authors and Affiliations

  • Tecnologico de Monterrey, EGADE Business School, Mexico, Mexico

    Rajagopal

About the author

​Rajagopal is Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Commerce, and Manufacture, London, United Kingdom. Dr. Rajagopal is serving as Visiting Professor at Boston University, Boston, Massachusetts, since 2013 and is also adjunct professor at the UFV India Global Education of the University of the Fraser Valley, Canada.

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

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