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The Agile Mind-Set

In: Agile Marketing Strategies

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  • Rajagopal

    (EGADE Business School)

Abstract

This chapter addresses the transformation of business approaches from push (supply-led) to pull (demand-led) marketing driven by social psychodynamics. It categorically discusses the contemporary business philosophy on preparing the foreground for competitive marketing comprising virtual reality, augmented reality, artificial intelligence, and real-time marketing. These approaches are closely associated with the social networks, technology-driven marketing modeling, and implementation of marketing strategies through social media channel referrals, gatekeepers, and value boosters. Discussions in this chapter broadly encompass agile marketing concepts and practices, social learning and behavioral flexibilities, social intelligence and brand effects, psychodynamics among consumers, and paradigm shift in consumer philosophies.

Suggested Citation

  • Rajagopal, 2022. "The Agile Mind-Set," Springer Books, in: Agile Marketing Strategies, chapter 0, pages 189-224, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-04212-6_7
    DOI: 10.1007/978-3-031-04212-6_7
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