Mapping Out Marketing (eBook, ePUB)

Navigation Lessons from the Ivory Trenches
Redaktion: Hill, Ronald; Swartz, Jennifer; Lamberton, Catherine

• Format: ePub

Produktbeschreibung

This book offers a highly relevant set of perspectives on marketing and consumer behaviour that goes to the heart not only of the way that business works, but the way that we work as consumers, marketers and decision makers.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 212
• Erscheinungstermin: 24. Mai 2018
• Englisch
• ISBN-13: 9781351622523
• Artikelnr.: 56886282

Autorenporträt

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