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    3. Agile Marketing Strategies: New Approaches to Engaging Consumer Behavior

    Agile Marketing Strategies: New Approaches to Engaging Consumer Behavior

    Posted By: hill0
    Date: 21 Jul 2022 07:01:32
    Agile Marketing Strategies: New Approaches to Engaging Consumer Behavior

    Agile Marketing Strategies: New Approaches to Engaging Consumer Behavior
    English | 2022 | ISBN: 3031042115 | 329 Pages | PDF EPUB (True) | 7.48 MB

    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.

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