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Flux: What Marketing Managers Need to Navigate the New Environment
The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented access to previously hidden aspects of consumer behavior. Clearly, ‘business as usual’ is not an option for marketing managers who want their firms to stay in the game.

To help managers adapt to the rapidly changing business environment, Flux offers a collection of the very best thinking on key areas of marketing activity and decision-making. Each chapter is written by a leading expert in a specific ‘new’ marketing subject area, from managing brands to dealing with new media, and addresses substantive challenges in that area while providing steps for taking action. The book’s integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.

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Flux: What Marketing Managers Need to Navigate the New Environment
The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented access to previously hidden aspects of consumer behavior. Clearly, ‘business as usual’ is not an option for marketing managers who want their firms to stay in the game.

To help managers adapt to the rapidly changing business environment, Flux offers a collection of the very best thinking on key areas of marketing activity and decision-making. Each chapter is written by a leading expert in a specific ‘new’ marketing subject area, from managing brands to dealing with new media, and addresses substantive challenges in that area while providing steps for taking action. The book’s integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.

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Flux: What Marketing Managers Need to Navigate the New Environment

Flux: What Marketing Managers Need to Navigate the New Environment

by David Soberman, Dilip Soman
Flux: What Marketing Managers Need to Navigate the New Environment
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Flux: What Marketing Managers Need to Navigate the New Environment

Flux: What Marketing Managers Need to Navigate the New Environment

by David Soberman, Dilip Soman

Overview

The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented access to previously hidden aspects of consumer behavior. Clearly, ‘business as usual’ is not an option for marketing managers who want their firms to stay in the game.

To help managers adapt to the rapidly changing business environment, Flux offers a collection of the very best thinking on key areas of marketing activity and decision-making. Each chapter is written by a leading expert in a specific ‘new’ marketing subject area, from managing brands to dealing with new media, and addresses substantive challenges in that area while providing steps for taking action. The book’s integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.

Product Details

ISBN-13: 9781442644038
Publisher: University of Toronto Press
Publication date: 12/05/2012
Series: Rotman-UTP Publishing Series
Pages: 344
Product dimensions: 6.30(w) x 9.10(h) x 1.20(d)

About the Author

David Soberman is Canadian National Chair in Strategic Marketing and a professor in the Rotman School of Management at the University of Toronto. Dilip Soman is the Canada Research Chair (Tier 1) in Behavioural Science and Economics, a professor at the Rotman School of Management at the University of Toronto, and the director of Behavioural Economics in Action at Rotman [BEAR] research centre.

Table of Contents

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

What People are Saying About This

Ganesh Iyer

‘This is a brilliantly put together book and a deep analysis of the transformation of marketing from a traditional brand-building model to one of comprehensive consumer engagement. Written by some of the world’s leading scholars in marketing, it is an essential read for anyone interested in understanding the changing marketing landscape.’

K.V. Kamath

‘Flux is an excellent compendium that comprehensively covers the theory and practice of branding and marketing, drawing on the lessons of the past as well as analysing how these functions should operate in the new world created by unprecedented global connectivity and access to information.’

Angela Lee

‘An excellent collection of insights, Flux is inspired by academic research that is grounded in theory, empirically tested, and informed by industry knowledge. It provides an efficient way for decision makers to keep up with the latest research that is relevant to both corporations and not-for profit institutions.’

From the Publisher

‘Flux is an excellent compendium that comprehensively covers the theory and practice of branding and marketing, drawing on the lessons of the past as well as analysing how these functions should operate in the new world created by unprecedented global connectivity and access to information.’

‘Flux is not just another marketing compendium. It is an original and comprehensive book that provides an expert view on the recent developments that are transforming marketing. For each topic, the theory is explained in simple terms, and the implications for managers are precisely highlighted. This makes it an effective companion for forward -looking marketers. And it is a pleasure to read!’

‘An excellent collection of insights, Flux is inspired by academic research that is grounded in theory, empirically tested, and informed by industry knowledge. It provides an efficient way for decision makers to keep up with the latest research that is relevant to both corporations and not-for profit institutions.’

‘This is a brilliantly put together book and a deep analysis of the transformation of marketing from a traditional brand-building model to one of comprehensive consumer engagement. Written by some of the world’s leading scholars in marketing, it is an essential read for anyone interested in understanding the changing marketing landscape.’

John-Claude Larreche

‘Flux is not just another marketing compendium. It is an original and comprehensive book that provides an expert view on the recent developments that are transforming marketing. For each topic, the theory is explained in simple terms, and the implications for managers are precisely highlighted. This makes it an effective companion for forward -looking marketers. And it is a pleasure to read!’

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