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The book's integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.
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Flux: what marketing managers need to navigate the new environment
2012, University of Toronto Press
in English
144269839X 9781442698390
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Book Details
Table of Contents
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.
Edition Notes
Includes bibliographical references and indexes.
Print version record.
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