Sea-changes in society, technology, consumer expectations and our understanding of behavioral economics have caused us to rethink our understanding of the scope of knowledge required to navigate, analyze and shape consumer behavior. You hold in your hand a field guide for this adventure. Ron Hill and Cait Lamberton have gathered together the very top professors from around the world and invited them to share the beliefs, practices and wisdom that they have developed and honed across years and contexts. Each of these luminaries shares personal stories and deep insights about the way that not…mehr
Sea-changes in society, technology, consumer expectations and our understanding of behavioral economics have caused us to rethink our understanding of the scope of knowledge required to navigate, analyze and shape consumer behavior. You hold in your hand a field guide for this adventure. Ron Hill and Cait Lamberton have gathered together the very top professors from around the world and invited them to share the beliefs, practices and wisdom that they have developed and honed across years and contexts. Each of these luminaries shares personal stories and deep insights about the way that not only business works, but the way we, ourselves, navigate the world. These short contributions are contained in eight "destinations" that showcase overlapping and essential topics, ranging from technology to subsistence marketplaces, followed by unique questions that are answered by the material provided. The research described has helped the field understand the central role of exchange in marketing relationships, and how product features, pricing strategies, delivery mechanism and various communication modalities create or fail to produce functioning marketplaces around the world. In addition, it reminds us all of the need to continue to learn, to grow, and to share our knowledge - in whatever corner of the marketing world we find ourselves.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Ronald Paul Hill, Ph.D. in business administration from the University of Maryland, holds the Visiting Lindner-Gambal Professorship of Business Ethics, George Washington University School of Business. He has authored over 200 journal articles, books, chapters, and conference papers on topics that include impoverished consumer behavior, marketing ethics, corporate social responsibility, human development, and public policy. Cait Lamberton is Associate Professor and Ben L. Fryrear Chair in Marketing at the University of Pittsburgh's Katz Graduate School of Business, where she researches and teaches consumer behavior and applied behavioral economics at the MBA and Ph.D. levels, in addition to providing consulting services in both government and the private sector. Jennifer Swartz is a full-time MBA student at George Washington University with a focus on operations, strategy, and brand management. Prior to George Washington, she worked in Corporate Communications at Marsh & McLennan Agency in San Diego, overseeing various aspects of digital media strategy, branding, public relations, and non-profit fundraising efforts.
Inhaltsangabe
INTRODUCTION DESTINATION #1: Research and Technology Entry #1 How do you stay on trend amidst the always-evolving world of digital marketing? Andrew T. Stephen Entry #2 What role might bioscience play in helping us deepen our understanding of - and intervention in - human behavior? Joseph W. Alba Entry #3 How can we conduct research that truly furthers our understanding of diversity rather than reinforcing old models? Jerome D. Williams Entry #4 How can you use models in a meaningful way for your market? Greg Allenby Entry #5 Does "big data" have the right answers? Ronald Paul Hill Entry #6 How can you capture data that reflects complex life decisions? Fred M. Feinberg Entry #7 What are consumers' interactions with the Internet of Things and how does it affect marketing? Donna L. Hoffman DESTINATION #2: Target Markets and Consumer Behavior Entry #8 Who are your consumers (really)? Americus Reed II Entry #9 How can you get to know the true identity of your target market? Craig J. Thompson Entry #10 What role does intuition play in consumers' decisions? Rebecca Walker Reczek Entry #11 Why does obligation play into consumers' behaviors and how can you prepare accordingly? Raj Raghunathan Entry #12 How can the sense of touch help you increase purchases and the price consumers are willing to pay?Joann Peck Entry #13 Did you smell that? How scent affects the consumer experience. Maureen Morrin Entry #14 How do you engage low-literate low-income consumers and entrepreneurs in the marketplace? Madhu Viswanathan DESTINATION #3: Branding Entry #15 How do attitudes affect brands? Richard J. Lutz Entry #16 How can you strengthen communication effects to better your brand? Kevin Lane Keller Entry #17 How can marketers foster brand attachment? Andreas Eisingerich Deborah J. MacInnis and C. Whan Park Entry #18 When does your positional advantage pose challenges to success? Rebecca J. Slotegraaf Entry #19 How does your advertising affect consumers? Charles R. Taylor Entry #20 How can you use your brand to help your consumers live better lives? Deborah Roedder John Entry #21 Why hire someone who does not fit consumers' stereotypes? Valerie S. Folkes DESTINATION #4: Enhancing the Marketplace Entry #22 Price competition attraction effects and line-extension effects: What are their hidden returns? Timothy B. Heath Entry #23 What makes a new product successful? Donald R. Lehmann Entry #24 What are the consequences for remedying risk? Lisa E. Bolton Entry #25 Why do business relationships often fail and how can you turn that trend around? Sandy D. Jap Entry #26 Is it better for us (and our consumers) to make decisions together or alone? Cait Lamberton Entry #27 What steps can you take to create an inclusive marketplace? Sonya A. Grier Entry #28 How can looking at the whole picture help you serve customers? Michael K. Brady DESTINATION #5: Customer Satisfaction Entry #29 What do customers really want? Michael Norton Entry #30 How do marketers bring back the voice of the customer? Kelly D. Martin Entry #31 How does satisficing and justifying amongst consumers affect marketing? James W. Gentry Entry #32 How can you better predict future consumer preferences when consumers often have trouble doing so? Rebecca Hamilton Entry #33 How do your prices actually affect consumers? Ryan Hamilton Entry #34 How do you create the ultimate customer experience? Kay Lemon Entry #35 How do you measure service quality? Valarie A. Zeithaml DESTINATION #6: Consumer Wellbeing Entry #36 How can marketing spark change in consumer health? Cornelia (Connie) Pechmann Entry #37 What is the best strategy to employ when conducting healthy food marketing? Pierre Chandon Entry #38 How does price influence food decision making? Kelly L. Haws Entry #39 What factors influence over-consumption and how can marketers use this information to improve customers' wellbeing? Maura L. Scott Entry #40 How do female mannequins impact consumers? Jennifer J. Argo Entry #41 How can marketing make prevention education effective? J. Craig Andrews DESTINATION #7: Motivating Change Entry #42 How can you influence change and innovation? Stacy Wood Entry #43 What role do consequences play in motivating consumers? George Loewenstein Entry #44 How can you enhance consumer persuasion? Punam A. Keller Entry #45 How can you use negative associations to motivate consumers? Katherine White Entry #46 How can you tap into consumers' surroundings to influence their actions? Juliano Laran Entry #47 Does consumers' photo taking enrich or impoverish experience? Gal Zauberman Kristin Diehl and Alix Barasch Entry #48 What can you do to stay motivated throughout your career? By Brian Wansink DESTINATION #8: Marketing and the World at Large Entry #49 What does wisdom entail and how can it make you a better marketer? David Glen Mick Entry #50 How is collaboration beneficial to you and your business? Julie L. Ozanne and Lucie K. Ozanne Entry #51 How can you employ macromarketing to better your business? Clifford J. Shultz II Entry #52 How is sustainability changing the marketing world? CB Bhattacharya Entry #53 How does climate determine consumption and culture? Jagdish Sheth Entry #54 How can you help children navigate market messages as technology progresses? Lan Nguyen Chaplin Entry #55 What should students learn about marketing? Leigh McAlister CLOSING REMARKS Index
INTRODUCTION DESTINATION #1: Research and Technology Entry #1 How do you stay on trend amidst the always-evolving world of digital marketing? Andrew T. Stephen Entry #2 What role might bioscience play in helping us deepen our understanding of - and intervention in - human behavior? Joseph W. Alba Entry #3 How can we conduct research that truly furthers our understanding of diversity rather than reinforcing old models? Jerome D. Williams Entry #4 How can you use models in a meaningful way for your market? Greg Allenby Entry #5 Does "big data" have the right answers? Ronald Paul Hill Entry #6 How can you capture data that reflects complex life decisions? Fred M. Feinberg Entry #7 What are consumers' interactions with the Internet of Things and how does it affect marketing? Donna L. Hoffman DESTINATION #2: Target Markets and Consumer Behavior Entry #8 Who are your consumers (really)? Americus Reed II Entry #9 How can you get to know the true identity of your target market? Craig J. Thompson Entry #10 What role does intuition play in consumers' decisions? Rebecca Walker Reczek Entry #11 Why does obligation play into consumers' behaviors and how can you prepare accordingly? Raj Raghunathan Entry #12 How can the sense of touch help you increase purchases and the price consumers are willing to pay?Joann Peck Entry #13 Did you smell that? How scent affects the consumer experience. Maureen Morrin Entry #14 How do you engage low-literate low-income consumers and entrepreneurs in the marketplace? Madhu Viswanathan DESTINATION #3: Branding Entry #15 How do attitudes affect brands? Richard J. Lutz Entry #16 How can you strengthen communication effects to better your brand? Kevin Lane Keller Entry #17 How can marketers foster brand attachment? Andreas Eisingerich Deborah J. MacInnis and C. Whan Park Entry #18 When does your positional advantage pose challenges to success? Rebecca J. Slotegraaf Entry #19 How does your advertising affect consumers? Charles R. Taylor Entry #20 How can you use your brand to help your consumers live better lives? Deborah Roedder John Entry #21 Why hire someone who does not fit consumers' stereotypes? Valerie S. Folkes DESTINATION #4: Enhancing the Marketplace Entry #22 Price competition attraction effects and line-extension effects: What are their hidden returns? Timothy B. Heath Entry #23 What makes a new product successful? Donald R. Lehmann Entry #24 What are the consequences for remedying risk? Lisa E. Bolton Entry #25 Why do business relationships often fail and how can you turn that trend around? Sandy D. Jap Entry #26 Is it better for us (and our consumers) to make decisions together or alone? Cait Lamberton Entry #27 What steps can you take to create an inclusive marketplace? Sonya A. Grier Entry #28 How can looking at the whole picture help you serve customers? Michael K. Brady DESTINATION #5: Customer Satisfaction Entry #29 What do customers really want? Michael Norton Entry #30 How do marketers bring back the voice of the customer? Kelly D. Martin Entry #31 How does satisficing and justifying amongst consumers affect marketing? James W. Gentry Entry #32 How can you better predict future consumer preferences when consumers often have trouble doing so? Rebecca Hamilton Entry #33 How do your prices actually affect consumers? Ryan Hamilton Entry #34 How do you create the ultimate customer experience? Kay Lemon Entry #35 How do you measure service quality? Valarie A. Zeithaml DESTINATION #6: Consumer Wellbeing Entry #36 How can marketing spark change in consumer health? Cornelia (Connie) Pechmann Entry #37 What is the best strategy to employ when conducting healthy food marketing? Pierre Chandon Entry #38 How does price influence food decision making? Kelly L. Haws Entry #39 What factors influence over-consumption and how can marketers use this information to improve customers' wellbeing? Maura L. Scott Entry #40 How do female mannequins impact consumers? Jennifer J. Argo Entry #41 How can marketing make prevention education effective? J. Craig Andrews DESTINATION #7: Motivating Change Entry #42 How can you influence change and innovation? Stacy Wood Entry #43 What role do consequences play in motivating consumers? George Loewenstein Entry #44 How can you enhance consumer persuasion? Punam A. Keller Entry #45 How can you use negative associations to motivate consumers? Katherine White Entry #46 How can you tap into consumers' surroundings to influence their actions? Juliano Laran Entry #47 Does consumers' photo taking enrich or impoverish experience? Gal Zauberman Kristin Diehl and Alix Barasch Entry #48 What can you do to stay motivated throughout your career? By Brian Wansink DESTINATION #8: Marketing and the World at Large Entry #49 What does wisdom entail and how can it make you a better marketer? David Glen Mick Entry #50 How is collaboration beneficial to you and your business? Julie L. Ozanne and Lucie K. Ozanne Entry #51 How can you employ macromarketing to better your business? Clifford J. Shultz II Entry #52 How is sustainability changing the marketing world? CB Bhattacharya Entry #53 How does climate determine consumption and culture? Jagdish Sheth Entry #54 How can you help children navigate market messages as technology progresses? Lan Nguyen Chaplin Entry #55 What should students learn about marketing? Leigh McAlister CLOSING REMARKS Index
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