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Handbook of Advances in Marketing in an Era of Disruptions : Essays in Honour of Jagdish N. Sheth.
A volume of essays on advances in marketing from leading global marketing scholars.
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New Delhi :
SAGE Publications,
2018.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Contents; List of Tables; List of Figures; List of Abbreviations; Foreword: My Reflections about Jagdish Sheth; Preface; PART I: Rethinking and Re-envisioning Marketing; Chapter 1: Reimagine Marketing; Chapter 2: Daring to Understand and Change Thinking; Chapter 3: Envisioning Marketing Advances in an Era of Disruptions: A Bottom-up Perspective from Subsistence Marketplace s; Chapter 4: Advancing the Study of Marketing's Impactson Society; Chapter 5: Sh ould Government Regulate Questionable Goods and Services?; Chapter 6: The Historical Roots of Marketing's Badge of Infamy
- PART II: Marketing for a Better WorldChapter 7: Environmental Sustainability Innovations, Sustainability Stakeholders and the Triple Bottom Line; Chapter 8: Building Sustainable and Socially Impactful Businesses at the Ba se of the Pyramid; Chapter 9: From Bystanders to Owners: Marketing Sustainability Ownership to Stakeholders to Secure Our Future Well-being; Chapter 10: Sustainability as a Key Component of Marketing Strategy: A Societal Approach; Chapter 11: Pioneering Research on Sustainability; PART III: Managing Marketing in a Turbulent World
- Chapter 12: Organizing Marketing for an Era of Digital TurbulenceChapter 13: Harnessing Disruptions for Marketing Strategies; Chapter 14: Economic Tremors and Earthquakes: Sharing, the Sharing Economy, Crowdfunding, Cryptocurrencies and DAOs; Chapter 15: Funding by the Masses: Crowdfunding Platforms and Their Disruption of Traditional Marke ting Functions; Chapter 16: Customer Journey Modelling: An Integrated Approach to Quantify the Importance, Contribution and Efficiency of Paid, Owned and Earned Me dia; Chapter 17: Increasing Marketing's Impact:Making Everyone a Marketer
- PART IV: Enhancing Customer Ex perience and ValueChapter 18: Innovating the Customer Experience; Chapter 19: Customer Centricity in the Digital Age: Rediscovering Value; Chapter 20: The Contextual Nature of Value in Use; Chapter 21: Value-based Marketing in Business-to-Business Markets: Foundation, Logic and Propo sal for a Generic Process; Chapter 22: The 4 As of Marketing Framework and Social Network Platforms; Chapter 23: Value of Outsourcing Salesand Marketing by CPG Companies in the Age of R etail Disruptions; PART V: Understanding and Managing Customers
- Chapter 24: Organizational Buying Behaviour: Where We Have Been and Where We Need to Go InChapter 25: Practical Tools and Frameworks for Customer Management in Business Marketing; Chapter 26: Interactivity and Int ernational Business; Chapter 27: Are You Ready for Relationship Marketing? It Is a Business Challenge; Chapter 28: Trust in Persons, Organizations and Systems; Chapter 29: Can Brand Custodians Cope with Fake News? Marketing Assets in the Age of Truthiness and Post-fact; PART VI: Marketing Technologies, Analytics and Research Metho ds