The Routledge Companion to the Future of Marketing (eBook, PDF)

Redaktion: Moutinho, Luiz; Manrai, Ajay K.; Bigné, Enrique

• Format: PDF

Produktbeschreibung

The Routledge Companion to the Future of Marketing provides the reader with a comprehensive set of visionary insights into the future of Marketing. This prestige collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 504
• Erscheinungstermin: 10. Januar 2014
• Englisch
• ISBN-13: 9781136242861
• Artikelnr.: 40343675

Autorenporträt

Luiz Moutinho is Foundation Chair of Marketing at the University of Glasgow Business School, UK Enrique Bigné is Professor of Marketing at the University of Valencia, Spain Ajay K. Manrai is Professor of Marketing at the Alfred Lerner School of Business, University of Delaware, USA

Inhaltsangabe

Introduction Part I: New Paradigms and Philosophical Insights 1.New
Philosophical Paradigms in Marketing 2. Toward a New Marketing Paradigm 3.
Utopia Marketing 4. The New Marketing Myopia 5. Restoring Justice 6. Value
Balanced Marketing 7. Process-Based Marketing Management 8. The Future of
Marketing Theory Part II: Contributions from other Scientific Fields 9.
Biomarketing: An Emerging Paradigm Linking Neuroscience, Endocrinology and
Genetics to Buyer-Seller Behaviour 10. Neurophilosophy 11. Autobiographic
and Semantic Memories and Branding 12. Neural Correlates of the Emotional
and Symbolic Content of Brands: A Neuro-Imaging Study 13. Using Artificial
Neural Networks to Analyze fMRI data 14. Development of Eye-Tracking
Research and Marketing Part III: Scholarly Reconnecting with Consumers and
Markets 15. CLV 16. Unconventional Marketing: From Guerilla to Consumer
Made 17. Social Media 18. Brand Engagement 19. The Future of Pricing and
Digital Markets 20. Liquid Media 21. Computer-Human Interaction 22. The
Slogan Validator: The Application of Human-Computer Interface Part IV: New
Technologies Changing the Face of Marketing 23. Internet Technology and
Branding 24. The Future Role of Intelligent Virtual Agents (IVAs) 25. Sixth
Sense and Fingertip Technologies Part V: New Methodological Insights in
Scholarly Research in the Field 26. Memetics 27. Confirmatory Tetrad
Analysis 28. Agent Based Modelling 29. Genetic, Memetic and Electromagnetic
Algorithms: Applications in Marketing 30. Futures Research Methodologies
for Marketing