Innovative Marketing and Consumer Behavior: A Systematic Literature Review
DOI:
https://doi.org/10.53739/samvad/2021/v23/165188Keywords:
Consumer Behavior, Innovation, Marketing, Systematic Review of Literature.Abstract
Purpose: The study was done for the purpose of reviewing the existing systematic literature on innovative marketing and how it is impacting behavior of consumer. Also, this study sheds light on trends of innovation in marketing and choice of consumer and their behavior. Methodology: Top peer reviewed published articles were reviewed and study was conducted. A comprehensive strategy for searching database from Google Scholar was applied and journal between 1960–2020 were selected. Findings: Initially the articles on innovation, marketing, consumer behavior were accessed which are published in top marketing journals. Research Limitations: Only top-ranking articles, peer reviewed in ABDC Journal are taken for the study (A and A* for literature review and A, A*, B and C category from ABDC only for rest of study).Downloads
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