Flux
What Marketing Managers Need to Navigate the New Environment
- Publisher
- University of Toronto Press
- Initial publish date
- Dec 2012
- Category
- General, General, Strategic Planning
-
Hardback
- ISBN
- 9781442644038
- Publish Date
- Dec 2012
- List Price
- $51.00
-
eBook
- ISBN
- 9781442698406
- Publish Date
- Dec 2012
- List Price
- $41.95
Add it to your shelf
Where to buy it
Description
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.
About the authors
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 a professor and the Corus Chair in Communications Strategy at the Rotman School of Management at the University of Toronto. A behavioral scientist with a PhD from the University of Chicago Graduate School of Business, he is director of the University of Toronto’s India Innovation Institute and the coordinator of the Behavioural Economics in Action research cluster.
Editorial Reviews
‘This excellent work draws on the expertise of 15 academic and business thought leaders, who offer a treasure chest of ideas on how to manage the marketing effort in an ever changing world… Highly recommended. Students at all levels, researchers, practitioners, general readers.’
CHOICE Magazine; vol 50:11:2013
Other titles by
What Works, What Doesn't (and When)
Case Studies in Applied Behavioral Science
Cash Transfers for Inclusive Societies
A Behavioral Lens
Behavioral Science in the Wild
The Behaviorally Informed Organization
The Last Mile
Creating Social and Economic Value from Behavioral Insights
The Last Mile
Creating Social and Economic Value from Behavioral Insights
Innovating for the Global South
Towards an Inclusive Innovation Agenda