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Flux

Flux

Name: Flux
Author: David Soberman
ISBN: 9781442644038

What Marketing Managers Need to Navigate the New Environment

by David Soberman and Dilip Soman

Published by: University of Toronto Press

Imprint: Rotman-UTP Publishing

344 Pages, 160.00 × 238.00 × 29.00 mm

Hardcover
9781442644038
Published: December 2012

£32.00

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Digital download
9781442698390
Published: January 2013

Digital download
9781442698406
Published: December 2012

Description
Contents
Authors
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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.

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

David Soberman is Canadian National Chair in Strategic Marketing and a professor in the Rotman School of Management at the University of Toronto.

Dilip Soman is the Canada Research Chair (Tier 1) in Behavioural Science and Economics, a professor at the Rotman School of Management at the University of Toronto, and the director of Behavioural Economics in Action at Rotman (BEAR) research centre.

‘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)

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