Flux : what marketing managers need to navigate the new environment / edited by David Soberman and Dilip Soman ; with a foreword by Roger Martin.
- Toronto : University of Toronto Press, ©2012.
xiv, 326 pages : illustrations ; 24 cm
- Marketing -- Management.
Marketing -- Decision making.
Marketing -- Decision making.
Marketing -- Management.
- "The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented access to previously hidden aspects of consumer behavior. Clearly, 'business as usual' is not an option for marketing managers who want their firms to stay in the game.
To help managers adapt to the rapidly changing business environment, Flux offers a collection of the very best thinking on key areas of marketing activity and decision-making. Each chapter is written by a leading expert in a specific 'new' marketing subject area, from managing brands to dealing with new media, and addresses substantive challenges in that area while providing steps for taking action. The book's integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers."--Pub. desc.
- Introduction: the evolving role of the marketing manager
Part One: The changing landscape. 1. The challenge of today's marketing environment / David Soberman
2. Losing control and loving it / David Dunne
3. Brand extension strategy: an integrative framework / Sridhar Moorthy
4. What makes the internet different? / Avi Goldfarb
Part Two: Understanding to engage: key lessons from the latest in the psychology and economics of consumer behaviour. 5. Memory, persuasion, and decision-making / Andrew A. Mitchell
6. Hedonomics: why people do not buy what they enjoy the most / Claire I. Tsai
7. Marketing management when facing forward-looking consumers / Andrew T. Ching
8. Strategic forward-looking marketing management / Ron N. Borkovsky
9. Just imagine: the role of visualization in new product evaluation / Min Zhao
10. The role of morality in consumer decisions / Nina Malzar
Part Three: Marketing management to engage. 11. Manage customer value through incentives / Menge Shi
12. Hang on: the psychology of time and implications for designing queues / Dilip Soman
13. Brands as humans: relationship norms and anthropomorphism / Pankaj Aggarwal
14. The psychology of giving: small interventions that make a difference / Aparna A. Labroo
15. Managing brands by leveraging academic research / Delaine Hampton.
- Includes bibliographical references and indexes.
- Soberman, David, 1960-
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