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Innovative Marketing and Consumer Behavior: A Systematic Literature Review


Affiliations
1 Assistant Professor, Bharati Vidyapeeth (Deemed to be University) Institute of Management and Research, New Delhi, India
2 PhD, Research Scholar (Management), Jhabarmal Tibrewala University, Vidyanagari, Churela – 333001, Rajasthan, India
 

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).

Keywords

Consumer Behavior, Innovation, Marketing, Systematic Review of Literature.
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  • Innovative Marketing and Consumer Behavior: A Systematic Literature Review

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Authors

Ritika Malik
Assistant Professor, Bharati Vidyapeeth (Deemed to be University) Institute of Management and Research, New Delhi, India
Ritika Aggarwal
PhD, Research Scholar (Management), Jhabarmal Tibrewala University, Vidyanagari, Churela – 333001, Rajasthan, India

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).

Keywords


Consumer Behavior, Innovation, Marketing, Systematic Review of Literature.

References





DOI: https://doi.org/10.53739/samvad%2F2021%2Fv23%2F165188