Flux : : What Marketing Managers Need to Navigate the New Environment /

Flux : : What Marketing Managers Need to Navigate the New Environment / / David Soberman, Dilip Soman.

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. Al...

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Bibliographic Details
VerfasserIn:
Soberman, David ,
Soman, Dilip ,
MitwirkendeR:
Aggarwal, Pankaj,
Borkovsky, Ron N.,
Ching, Andrew T.,
Dunne, David,
Goldfarb, Avi,
Hampton, Delaine,
Labroo, Aparna A.,
Mazar, Nina,
Mitchell, Andrew A.,
Moorthy, Sridhar,
Shi, Mengze,
Soberman, David,
Soman, Dilip,
Tsai, Claire I.,
Zhao, Min,
Place / Publishing House:Toronto : : University of Toronto Press, , [2018]
©2012
Year of Publication:2018
Language:English
Online Access:
Physical Description:1 online resource (344 p.)
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Table of Contents:
  • Frontmatter
  • Contents
  • Foreword
  • Introduction
  • Part One: The Changing Landscape
  • 1. The Challenge of Today's Marketing Environment
  • 2. Losing Control and Loving It
  • 3. Brand Extension Strategy: An Integrative Framework
  • 4. What Makes the Internet Different?
  • Part Two: Understanding to Engage: Key Lessons from the Latest in the Psychology and Economics of Consumer Behaviour
  • 5. Memory, Persuasion, and Decision-Making
  • 6. Hedonomics: Why People Do Not Buy What They Enjoy the Most
  • 7. Marketing Management When Facing Forward-Looking Consumers
  • 8. Strategic Forward-Looking Marketing Management
  • 9. Just Imagine: The Role of Visualization in New Product Evaluation
  • 10. The Role of Morality in Consumer Decisions
  • Part Three: Marketing Management to Engage
  • 11. Manage Customer Value through Incentives
  • 12. Hang On: The Psychology of Time and Implications for Designing Queues
  • 13. Brands as Humans: Relationship Norms and Anthropomorphism
  • 14. The Psychology of Giving: Small Interventions That Make a Difference
  • 15. Managing Brands by Leveraging Academic Research
  • Contributors
  • Subject Index
  • Name Index

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