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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.
Inhaltsverzeichnis
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
Über den Autor / die Autorin
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
Zusammenfassung
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.
Zusatztext
Every discipline needs to be reexamined in its fundamentals, given the huge impact of 21st century globalization and technology on our global market, economy and society. Those of us in marketing are in the midst of a changing marketing paradigm, moving us from a concern with growth, to a concern with conservation and social justice. I hope that all marketers taste this rich souffle of new ideas and add their own contributions.
Philip Kotler, Kellogg School of Management, Northwestern University, USA
This volume provides a futurist perspective to emerging topics in marketing, written by leading marketing scholars, including views on biomarketing, social media and digital connectivity, agent-based modeling and other new methodologies – even new ways of looking at marketing itself.
Anthony Di Benedetto, Temple University, USA
This books is a unique collection of the opinions on the future of marketingfrom some of the very best marketing researchers in the world!
Bernd Skiera, University of Frankfurt, Germany
