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Flux : what marketing managers need to navigate the new environment /
The book's integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Toronto :
University of Toronto Press,
2012.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.