Agile Marketing Strategies New Approaches to Engaging Consumer Behavior 1st edition by Rajagopal ISBN ‎ 3031042115 978-3031042119

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ISBN 10: ‎ 3031042115
ISBN 13: 978-3031042119
Author: Rajagopal 

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.

Agile Marketing Strategies New Approaches to Engaging Consumer Behavior 1st Table of contents:

Part 1: Introduction to Agile Marketing

1. Understanding Agile Marketing

   • The Origins of Agile Methodology
   • Agile Marketing vs. Traditional Marketing
   • Key Principles of Agile Marketing

2. The Role of Consumer Behavior in Agile Marketing

   • Understanding the Modern Consumer
   • Shifting Trends in Consumer Expectations
   • Consumer-Centric Marketing: A New Paradigm

3. Building an Agile Marketing Team

   • Roles and Responsibilities in an Agile Marketing Framework
   • Collaboration Across Departments
   • Tools and Technologies for Agile Marketing

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Part 2: Core Concepts in Agile Marketing

4. Customer Feedback Loops

   • Collecting and Analyzing Real-Time Data
   • Using Feedback to Guide Marketing Strategy
   • Improving Campaigns through Continuous Feedback

5. Iterative Campaign Design

   • Building Marketing Campaigns in Sprints
   • Prototyping and Testing Marketing Ideas
   • Evaluating Results and Making Adjustments Quickly

6. Flexibility in Execution

   • Adapting Campaigns in Response to Consumer Behavior
   • The Importance of Experimentation
   • Managing Uncertainty and Risk in Marketing

7. Cross-Functional Collaboration

   • The Power of Marketing, Sales, and Product Alignment
   • Breaking Down Silos for Enhanced Agility
   • Communication Strategies for Effective Teamwork

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Part 3: Engaging the Consumer

8. Personalization and Consumer Engagement

   • Data-Driven Personalization Strategies
   • Creating Dynamic Content for Different Consumer Segments
   • Using Automation to Enhance Consumer Engagement

9. Omnichannel Marketing

   • Integrating Multiple Channels for a Seamless Consumer Experience
   • Engaging Consumers Across Digital and Physical Touchpoints
   • Best Practices for Managing an Omnichannel Campaign

10. Real-Time Marketing and Social Media

    • Engaging Consumers on Social Media Platforms
    • Leveraging Real-Time Events for Marketing Impact
    • Social Listening and Instant Response Strategies

11. Building Customer Loyalty

    • Loyalty Programs and Customer Retention
    • Using Data to Predict Customer Needs
    • Creating Long-Term Relationships with Agile Tactics

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Part 4: Tools and Frameworks for Agile Marketing

12. Agile Marketing Frameworks and Methodologies

    • Scrum in Marketing: How It Works
    • Kanban for Marketing Teams
    • Lean Marketing: Reducing Waste and Maximizing Impact

13. Marketing Automation Tools

    • Tools for Streamlining Content Delivery
    • Automating Campaigns for Efficiency
    • How to Choose the Right Marketing Automation Platform

14. Data Analytics in Agile Marketing

    • Key Metrics for Measuring Marketing Success
    • Using Analytics to Drive Real-Time Decisions
    • Predictive Analytics in Consumer Behavior

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Part 5: The Future of Agile Marketing

15. Adapting to New Technologies

    • The Impact of Artificial Intelligence and Machine Learning on Marketing
    • The Role of Big Data in Agile Marketing Strategies
    • Exploring Virtual Reality and Augmented Reality for Consumer Engagement

16. Sustainability and Ethical Marketing in an Agile World

    • Balancing Agility with Ethical Responsibility
    • Sustainable Marketing Strategies for the Modern Consumer
    • Transparent Marketing: Building Trust in an Agile Landscape

17. Looking Ahead: The Evolution of Agile Marketing

    • The Future of Consumer Engagement
    • Evolving Trends in Digital Marketing
    • Preparing Your Organization for Continuous Change

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Conclusion

18. Mastering Agile Marketing for Long-Term Success
    • Key Takeaways and Best Practices
    • Cultivating a Culture of Agility within Your Organization
    • The Continuous Journey of Engaging the Consumer

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Appendices

• A. Recommended Tools and Platforms for Agile Marketing
• B. Further Reading and Resources on Agile Marketing
• C. Glossary of Terms in Agile Marketing

Index

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