Description
Book SynopsisThe book's integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.
Trade Review'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 recommended. Students at all levels, researchers, practitioners, general readers.' -- N.A Govoni CHOICE Magazine; vol 50:11:2013
Table of ContentsFOREWORD 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
