Mapping out marketing : navigation lessons from the ivory trenches / edited by Ronald Hill, Cait Lamberton and Jennifer Swartz

Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: Abingdon, Oxon ; New York, NY : Routledge, 2018Description: 1 Online-Ressource (1 online resource)Subject(s): Additional physical formats: 9781138082229 | 1315112604. | 9781315112602. | Erscheint auch als: No title Druck-Ausgabe | Print version: Mapping out marketing. Abingdon, Oxon ; New York, NY : Routledge, 2018DDC classification:
  • 658.8
LOC classification:
  • HF5415
Online resources: Summary: Cover; Half Title; Title Page; Copyright Page; Table of Contents; Contributors; Introduction; Destination #1 Research and technology; Entry #1 How do you stay on trend amidst the always-evolving world of digital marketing?; Entry #2 What role might bioscience play in helping us deepen our understanding of-and intervention in-human behavior?; Entry #3 How can we conduct research that truly furthers our understanding of diversity, rather than reinforcing old models?; Entry #4 How can you use models in a meaningful way for your market?Summary: Entry #5 Does "big data" have the right customer satisfaction answers?Entry #6 How can you capture data that reflects complex life decisions?; Entry #7 What are consumers' interactions with the Internet of Things and how does it affect marketing?; Destination #2 Target markets and consumer behavior; Entry #8 Who are your consumers (really)?; Entry #9 How can you get to know the true identity of your target market?; Entry #10 What role does intuition play in consumers' decisions?; Entry #11 Why does obligation play into consumers' behaviors and how can you prepare accordingly?Summary: Entry #12 How can the sense of touch change consumer experience and response?Entry #13 Did you smell that? How scent affects the consumer experience; Entry #14 How do you engage low-literate, low-income consumers and entrepreneurs in the marketplace?; Destination #3 Branding; Entry #15 How do attitudes affect brands?; Entry #16 How can you strengthen communication effects to better your brand?; Entry #17 How can marketers foster brand attachment?; Entry #18 When does your positional advantage pose challenges to success?; Entry #19 How does your advertising affect consumers?Summary: Entry #20 How can you use your brand to help your consumers live better lives?Entry #21 Why hire someone who does not fit consumers' stereotypes?; Destination #4 Enhancing the marketplace; Entry #22 Price competition, attraction effects, and line-extension effects: What are their hidden returns?; Entry #23 What makes a new product successful?; Entry #24 What are the consequences for remedying risk? #24 What are the consequences for remedying risk?; Entry #25 Why do business relationships often fail and how can you turn that trend around?Summary: Entry #26 Is it better for us (and our consumers) to make decisions together or alone?Entry #27 What steps can you take to create an inclusive marketplace?; Entry #28 How can looking at the whole picture help you serve customers?; Destination #5 Customer satisfaction; Entry #29 What do customers really want?; Entry #30 How do marketers bring back the voice of the customer?; Entry #31 How does satisficing and justifying among consumers affect marketing?; Entry #32 How can you better predict future consumer preferences when consumers often have trouble doing so?PPN: PPN: 1026510880Package identifier: Produktsigel: ZDB-4-NLEBK
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