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Flux : what marketing managers need to navigate the new environment

Author: David Soberman; Dilip Soman
Publisher: Toronto : University of Toronto Press, 2012.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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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Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: David Soberman; Dilip Soman
ISBN: 144269839X 9781442698390
OCLC Number: 829905884
Description: 1 online resource (xiv, 326 pages) : illustrations
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.
Other Titles: What marketing managers need to navigate the new environment
Responsibility: edited by David Soberman and Dilip Soman ; with a foreword by Roger Martin.

Abstract:

The book's integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.  Read more...
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'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 Read more...

 
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