Flux

What Marketing Managers Need to Navigate the New Environment

By: David Soberman, Dilip Soman

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Hardcover | 5 December 2012 | Edition Number 2

At a Glance

Hardcover
344 Pages

Edition Type
Revised

Dimensions(cm)
23.7 x 16.0 x 2.9

Hardcover

$120.75

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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.

Industry Reviews

'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.' -- N.A Govoni CHOICE Magazine; vol 50:11:2013

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You Can Find This Book In

Non-Fiction Business & Management Sales & Marketing Management & Management Techniques Management of Specific Areas Sales & Marketing Management Business Strategy

Foreword	p. vii
Introduction: The Evolving Role of the Marketing Manager	p. ix
The Changing Landscape
The Challenge of Today's Marketing Environment	p. 5
Losing Control and Loving It	p. 30
Brand Extension Strategy: An Integrative Framework	p. 52
What Makes the Internet Different?	p. 70
Understanding to Engage: Key Lessons from the Latest in the Psychology and Economics of Consumer Behaviour
Memory, Persuasion, and Decision-Making	p. 87
Hedonomics: Why People Do Not Buy What They Enjoy the Most	p. 108
Marketing Management When Facing Forward-Looking Consumers	p. 132
Strategic Forward-Looking Marketing Management	p. 148
Just Imagine: The Role of Visualization in New Product Evaluation	p. 167
The Role of Morality in Consumer Decisions	p. 182
Marketing Management to Engage
Manage Customer Value through Incentives	p. 199
Hang On: The Psychology of Time and Implications for Designing Queues	p. 220
Brands as Humans: Relationship Norms and Anthropomorphism	p. 238
The Psychology of Giving: Small Interventions That Make a Difference	p. 261
Managing Brands by Leveraging Academic Research	p. 280
Contributors	p. 311
Subject Index	p. 317
Name Index	p. 323
Table of Contents provided by Ingram. All Rights Reserved.

Flux

What Marketing Managers Need to Navigate the New Environment

At a Glance

Hardcover

Industry Reviews

Shipping

How to return your order

Defective items

You Can Find This Book In

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