Flux: What Marketing Managers Need to Navigate the New Environment
Language: English
Published by University of Toronto Press, 2012
- Hardcover
- New
Condition: New
£ 47.86
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The book s integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.Über den AutorDavid Soberman is Canadian National Chair in Strategic Marketing and a professor.
Seller Inventory # 595856538
- Title
- Flux: What Marketing Managers Need to Navigate the New Environment
- Author
- David Soberman|Dilip Soman
- Publisher
- University of Toronto Press
- Publication year
- 2012
- Condition
- New
- Binding
- Gebunden
- Language
- English
- ISBN 10
- 1442644036
- ISBN 13
- 9781442644038
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.
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
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