Flux : what marketing managers need to navigate the new environment / edited by David Soberman and Dilip Soman.

Format:

Book

Author/Creator:

Soberman, David, Author.

Contributor:

Soberman, David, 1960- editor.

Soman, Dilip, editor.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Marketing--Decision making.

Consumer behavior.

Genre:

Electronic books.

Physical Description:

1 online resource (xiv, 326 pages) : illustrations

Place of Publication:

Toronto : University of Toronto Press, [2012]

Summary:

The book's integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.

Contents:

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.

Notes:

Includes bibliographical references and indexes.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 07. Dez 2018)

ISBN:

1-4426-9840-3

1-4426-9839-X

OCLC:

829905884