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Zusatztext "Mapping Out Marketing proves something that I would never have believed: academic writing can be interesting! The unique format forces the very best minds in marketing to ruthlessly cut to the chase and share their most novel and impactful ideas." - Michael Norton! Harvard Business School "A very innovative and refreshing way to distill a wide range of topics in marketing! Each article in 500 words is better than the Cliff notes." - Jagdish N. Sheth! Charles Kellstadt Professor of Marketing! Emory University Informationen zum Autor 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. Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis 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 strengt...
