Agile Marketing Strategies: New Approaches to Engaging Consumer Behavior

Description

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. 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