Flux

Name: Flux
Price: 89.99 AUD
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ISBN: 9781442644038

What Marketing Managers Need to Navigate the New Environment

David Soberman, Dilip Soman

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Hardback

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English

University of Toronto Press
05 December 2012

Sales & marketing management

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.

By: David Soberman, Dilip Soman
Imprint: University of Toronto Press
Country of Publication: Canada
Edition: 2nd Revised edition
Dimensions: Height: 238mm, Width: 160mm, Spine: 29mm
Weight: 660g
ISBN: 9781442644038
ISBN 10: 1442644036
Pages: 344
Publication Date: 05 December 2012
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

FOREWORD INTRODUCTION: The Evolving Role of the Marketing Manager PART 1: The Changing Landscape Chapter 1: THE CHALLENGE OF TODAY’S MARKETING ENVIRONMENT David Soberman Chapter 2: LOSING CONTROL AND LOVING IT David Dunne Chapter 3: BRAND EXTENSION STRATEGY: AN INTEGRATIVE FRAMEWORK Sridhar Moorthy Chapter 4: WHAT MAKES THE INTERNET DIFFERENT? Avi Goldfarb 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 Andrew Mitchell Chapter 6: HEDONOMICS: WHY PEOPLE DO NOT BUY WHAT THEY ENJOY THE MOST Claire Tsai Chapter 7: MARKETING MANAGEMENT WHEN FACING FORWARD-LOOKING CONSUMERS Andrew Ching Chapter 8: STRATEGIC FORWARD-LOOKING MARKETING MANAGEMENT Ron Borkovsky Chapter 9: Just Imagine: The Role of Visualization in NEW PRODUCT EVALUATION Min Zhao Chapter 10: THE ROLE OF MORALITY IN CONSUMER DECISIONS Nina Mazar PART 3: Marketing Management to Engage Chapter 11: MANAGE CUSTOMER VALUE THROUGH INCENTIVES Mengze Shi Chapter 12: HANG ON: THE PSYCHOLOGY OF TIME AND IMPLICATIONS FOR DESIGNING QUEUES Dilip Soman Chapter 13: Brands as HUMANS: RELATIONSHIP NORMS AND ANTHROPOMORPHISM Pankaj Aggarwal Chapter 14: THE Psychology of Giving: Small Interventions That Make a DIFFERENCE Aparna Labroo Chapter 15: MANAGING BRANDS BY LEVERAGING ACADEMIC RESEARCH Delaine Hampton

David Soberman is Canadian National Chair in Strategic Marketing and a professor in the Rotman School of Management at the University of Toronto. Dilip Soman is the Canada Research Chair (Tier 1) in Behavioural Science and Economics, a professor at the Rotman School of Management at the University of Toronto, and the director of Behavioural Economics in Action at Rotman (BEAR) research centre.

Reviews for Flux: What Marketing Managers Need to Navigate the New Environment

‘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 *