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Full Description
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.
Contents
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
