Marketing Theory - Zaltman, Gerald; Publishers, Vibrant
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Explore a fresh perspective on marketing with Gerald Zaltman's Marketing Theory. This insightful book challenges conventional approaches and introduces groundbreaking concepts that redefine how businesses and academics approach marketing. Zaltman delves into the psychology of consumer behavior, the role of narratives, and the interplay of societal values in shaping markets. By bridging theory and practice, the book offers a deeper understanding of the strategic foundations of marketing. Readers will appreciate the thought-provoking discussions and real-world applications that make complex…mehr

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Produktbeschreibung
Explore a fresh perspective on marketing with Gerald Zaltman's Marketing Theory. This insightful book challenges conventional approaches and introduces groundbreaking concepts that redefine how businesses and academics approach marketing. Zaltman delves into the psychology of consumer behavior, the role of narratives, and the interplay of societal values in shaping markets. By bridging theory and practice, the book offers a deeper understanding of the strategic foundations of marketing. Readers will appreciate the thought-provoking discussions and real-world applications that make complex theories accessible and actionable. Zaltman's innovative frameworks encourage critical thinking and help develop a more nuanced approach to tackling modern marketing challenges. From understanding consumer motivations to creating impactful campaigns, this book equips you with tools to think differently and drive meaningful results. Whether you're revisiting classic theories or exploring new ideas, Marketing Theory is an essential resource for anyone looking to stay ahead in an ever-changing marketplace.
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Autorenporträt
Gerald Zaltman is the Joseph C. Wilson Professor Emeritus at the Harvard Business School and a founding partner in Olson Zaltman Associates, a market research and marketing consulting firm with clients around the globe. Professor Zaltman received his AB degree from Bates College, his MBA degree from the University of Chicago, and his PhD degree in sociology from Johns Hopkins University. He has taught at the University of Alaska, Northwestern University, the University of Pittsburgh, and Harvard University. At Harvard University, he was a member of Harvard's Interdisciplinary Mind Brain Behavior Interfaculty Initiative, which seeks to integrate advances in scientific thinking across the university. He also served on its steering committee. Additionally, he was Co-director, with Professor Stephen M. Kosslyn, of the Harvard Business School's Mind of the Market Laboratory where pioneering work was done on the Zaltman Metaphor Elicitation Technique and on the application of cognitive neuroscience in marketing, including brain imaging and implicit association testing. Professor Zaltman is the author or editor of over 20 books, many published in several languages. He is a frequent contributor to scholarly and professional journals. He has received numerous professional awards and honors. He is a past President of the Association for Consumer Research and has served on several editorial boards in marketing and the social sciences. Professor Zaltman has three US patents involving market research tools, including the first patent ever granted for a research tool in marketing. He is actively sought after as a consultant and speaker around the globe.