rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Agile Marketing Strategies
    sub title: New Approaches to Engaging Consumer Behavior
  name:
    name part: Rajagopal.
    role:
      role term: creator
    role:
      role term: author.
    role:
      role term: aut
    role:
      role term: http://id.loc.gov/vocabulary/relators/aut
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  genre: Electronic books.
  origin info:
    place:
      place term: sz
    date issued: 2022
    edition: 1st ed. 2022.
    issuance: monographic
  language:
    language term: eng
  physical description:
    reformatting quality: access
    form: remote
    extent: 1 online resource (XIII, 251 pages 14 illustrations)
  abstract: This 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 Institut…
  table of contents: Part-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.
  note: by Rajagopal.
  subject:
    topic: Marketing
  subject:
    topic: Consumer behavior
  subject:
    topic: Entrepreneurship
  subject:
    topic: New business enterprises
  subject:
    topic: Marketing
  subject:
    topic: Consumer Behavior
  subject:
    topic: Entrepreneurship
  classification: HF5410-5417.5
  classification: 658.8
  related item:
    title info:
      title: Springer Nature eBook
  identifier: 9978-3-031-04212-6
  identifier: 9783031042126
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record creation date: 220718
    record change date: 20240805181646.9
    record identifier: in00004662007