Acknowledgments
Preface

Part 1. From Behavioral Insights to Precision Consumer Research

1 Evolving Traditional Journey Maps
Kelly Peters

2 Genetic Data for Precision Retail: Applications and Challenges
Remi Daviet and Gideon Nave

3 Neuroscience Methods, Neuroforecasting, and Digital Media Impact
Bruce Dore and Gina Kemp

4 Unlocking Unconscious Truths: Adapting Linguistics, Semiotics, and Evidence-Based Behavioral Modeling to Inform Corporate Strategy and Brand
Joanna Castellano, Matthew E.C. Bourkas, and Chris McCarthy

5 Rethinking Human Centric Design in the Age of AI and Humans as Data
Felipe Almeida and Chloe Benaroya

Part 2. Weaving Behavioral and Precision Consumer Research into Marketing and Retail Strategy

6 Personalized Retailing: A State-of-Theory & State-of-Practice-Review
Murali Mantrala and Arun Shastri

7 How Resource Scarcity Shapes Consumer Behavior: Implications from the COVID-19 Pandemic
Caroline Roux, Christopher Cannon, and Kelly Goldsmith

8 Interface Designs for Evolving Consumers and Retail Contexts
Kyle Murray and Tim Derksen

9 Real Time Analytics
Prasad Naik, Oliver Rubel, and Harpreet Singh

Part 3. Data Analytics and Machine Learning for Retail Strategy Decision Making

10 The Promotion Planning Optimization Problem with Bounded Memory Demand Models
Tamar Cohen-Hillel and Georgia Perakis

11 Retail Markdown Optimization under Demand Parameter Uncertainty
Andrew Vakhutinsky

12 Censored Demand Estimation of Choice Models for Omnichannel Pricing
Pavithra Harsha and Shivaram Subramanian

13 Consumer Lifetime Value and Fund Transfer Pricing (FTP)
Meisam Soltani-koopa, Hootan Kamran Habibkhani, Mikhail Nediak, Anton Ovchinnikov, Moiz Ali, and Henry Martinez

Part 4. Retail Channels as Part of Business and Society Ecosystem in Moving toward Adaptive Behavior and Context

14 Risk, Reward, and Uncertainty in Buyer-Seller Transaction: Combining the Seller’s View Posted Prices and Auctions
Radosveta Ivanova-Stenzel and Sabine Kröger

15 Participative Pricing in B2B Markets
John J. Han and Ernan Haruvy

16 Retail Supply Chains: The Growing Importance of Technology and Supply Chain Standards for Enhancing Efficiency, Visibility, Transparency, and Trust at the Digital-Physical B2B System Interface
John Keogh, Ricardo Filipe Ramos, Juan Marcelo Gómez, and Abderahman Rejeb

17 New Models in Digital-Physical Retail Processes and Systems to Create and Capture Business and Stakeholder Value
Carl Boutet

18 The "Giant Leap Methodology": How to Chart a Course to the Moon without Being Pulled Down by the Operational, Financial, and Reputational Risks of Rapid Innovation
Melaina Vinski

Contributors