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Flux
What Marketing Managers Need to Navigate the New Environment
David Soberman (Author), Dilip Soman (Author)
9781442644038
Hardback, published 5 December 2012
344 pages
23.8 x 16 x 2.9 cm, 0.66 kg
‘This excellent work draws on the expertise of 15 academic and business thought leaders, who offer a treasure chest of ideas on how to manage the marketing effort in an ever changing world… Highly recommended. Students at all levels, researchers, practitioners, general readers.’
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.
FOREWORD INTRODUCTION: The Evolving Role of the Marketing Manager PART 1: The Changing Landscape Chapter 1: THE CHALLENGE OF TODAY’S MARKETING ENVIRONMENT Chapter 2: LOSING CONTROL AND LOVING IT Chapter 3: BRAND EXTENSION STRATEGY: AN INTEGRATIVE FRAMEWORK Chapter 4: WHAT MAKES THE INTERNET DIFFERENT? PART 2: Understanding to Engage: Key Lessons from the Latest in the Psychology and Economics of Consumer Behavior Chapter 5: MEMORY, PERSUASION AND DECISION MAKING Chapter 6: HEDONOMICS: WHY PEOPLE DO NOT BUY WHAT THEY ENJOY THE MOST Chapter 7: MARKETING MANAGEMENT WHEN FACING FORWARD-LOOKING CONSUMERS Chapter 8: STRATEGIC FORWARD-LOOKING MARKETING MANAGEMENT Chapter 9: Just Imagine: The Role of Visualization in NEW PRODUCT EVALUATION Chapter 10: THE ROLE OF MORALITY IN CONSUMER DECISIONS PART 3: Marketing Management to Engage Chapter 11: MANAGE CUSTOMER VALUE THROUGH INCENTIVES Chapter 12: HANG ON: THE PSYCHOLOGY OF TIME AND IMPLICATIONS FOR DESIGNING QUEUES Chapter 13: Brands as HUMANS: RELATIONSHIP NORMS AND ANTHROPOMORPHISM Chapter 14: THE Psychology of Giving: Small Interventions That Make a DIFFERENCE Chapter 15: MANAGING BRANDS BY LEVERAGING ACADEMIC RESEARCH
David Soberman
David Dunne
Sridhar Moorthy
Avi Goldfarb
Andrew Mitchell
Claire Tsai
Andrew Ching
Ron Borkovsky
Min Zhao
Nina Mazar
Mengze Shi
Dilip Soman
Pankaj Aggarwal
Aparna Labroo
Delaine Hampton