The bookâ s integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Edited by David Soberman and Dilip Soman Foreword by Roger Martin
Inhaltsangabe
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
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
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