Flux what marketing managers need to navigate the new environment /
Flux what marketing managers need to navigate the new environment /
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, (c)2012.
- 1 online resource (xiv, 326 pages) : illustrations.
Includes bibliographies and index.
Introduction: the evolving role of the marketing manager -- Part One: The changing landscape. 1. The challenge of today's marketing environment / 2. Losing control and loving it / 3. Brand extension strategy: an integrative framework / 4. What makes the internet different? / Part Two: Understanding to engage: key lessons from the latest in the psychology and economics of consumer behaviour. 5. Memory, persuasion, and decision-making / 6. Hedonomics: why people do not buy what they enjoy the most / 7. Marketing management when facing forward-looking consumers / 8. Strategic forward-looking marketing management / 9. Just imagine: the role of visualization in new product evaluation / 10. The role of morality in consumer decisions / Part Three: Marketing management to engage. 11. Manage customer value through incentives / 12. Hang on: the psychology of time and implications for designing queues / 13. Brands as humans: relationship norms and anthropomorphism / 14. The psychology of giving: small interventions that make a difference / 15. Managing brands by leveraging academic research / David Soberman -- David Dunne -- Sridhar Moorthy -- Avi Goldfarb -- Andrew A. Mitchell -- Claire I. Tsai -- Andrew T. Ching -- Ron N. Borkovsky -- Min Zhao -- Nina Malzar -- Menge Shi -- Dilip Soman -- Pankaj Aggarwal -- Aparna A. Labroo -- Delaine Hampton.
9781442698390
Marketing--Management.
Marketing--Decision making.
Consumer behavior.
Electronic Books.
HF5415 / .F589 2012
Includes bibliographies and index.
Introduction: the evolving role of the marketing manager -- Part One: The changing landscape. 1. The challenge of today's marketing environment / 2. Losing control and loving it / 3. Brand extension strategy: an integrative framework / 4. What makes the internet different? / Part Two: Understanding to engage: key lessons from the latest in the psychology and economics of consumer behaviour. 5. Memory, persuasion, and decision-making / 6. Hedonomics: why people do not buy what they enjoy the most / 7. Marketing management when facing forward-looking consumers / 8. Strategic forward-looking marketing management / 9. Just imagine: the role of visualization in new product evaluation / 10. The role of morality in consumer decisions / Part Three: Marketing management to engage. 11. Manage customer value through incentives / 12. Hang on: the psychology of time and implications for designing queues / 13. Brands as humans: relationship norms and anthropomorphism / 14. The psychology of giving: small interventions that make a difference / 15. Managing brands by leveraging academic research / David Soberman -- David Dunne -- Sridhar Moorthy -- Avi Goldfarb -- Andrew A. Mitchell -- Claire I. Tsai -- Andrew T. Ching -- Ron N. Borkovsky -- Min Zhao -- Nina Malzar -- Menge Shi -- Dilip Soman -- Pankaj Aggarwal -- Aparna A. Labroo -- Delaine Hampton.
9781442698390
Marketing--Management.
Marketing--Decision making.
Consumer behavior.
Electronic Books.
HF5415 / .F589 2012