Flux : what marketing managers need to navigate the new environment / edited by David Soberman and Dilip Soman ; with a foreword by Roger Martin.
Material type: TextPublication details: Toronto : University of Toronto Press, 2012.Description: 1 online resource (xiv, 326 pages) : illustrationsContent type:- text
- computer
- online resource
- 144269839X
- 9781442698390
- What marketing managers need to navigate the new environment
- Marketing -- Management
- Marketing -- Decision making
- Consumer behavior
- Marketing -- Gestion
- Consommateurs -- Comportement
- BUSINESS & ECONOMICS -- Marketing -- General
- BUSINESS & ECONOMICS -- Industrial Management
- BUSINESS & ECONOMICS -- Management
- BUSINESS & ECONOMICS -- Management Science
- BUSINESS & ECONOMICS -- Organizational Behavior
- Consumer behavior
- Marketing -- Decision making
- Marketing -- Management
- 658.8 23
- HF5415.13 .F58 2012
Item type | Home library | Collection | Call number | Materials specified | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Electronic-Books | OPJGU Sonepat- Campus | E-Books EBSCO | Available |
Includes bibliographical references and indexes.
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.
Print version record.
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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