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The Routledge Companion to the Future of Marketing de Luiz Moutinho

The Routledge Companion to the Future of Marketing: Routledge Companions in Marketing, Advertising and Communication

Editat de Luiz Moutinho, Enrique Bigné, Ajay K. Manrai
en Limba Engleză Hardback – 17 dec 2013
The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge.


Selected Contents: Part 1: New Paradigms and Philosophical Insights  Part 2: Contributions from other Scientific Fields  Part 3: Reconnecting with Consumers and Markets  Part 4: New Methodological Insights in Scholarly Research in the Field
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Specificații

ISBN-13: 9780415625920
ISBN-10: 0415625920
Pagini: 504
Ilustrații: 72 b/w images, 53 tables, 16 halftones and 56 line drawings
Dimensiuni: 174 x 246 x 30 mm
Greutate: 1.04 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Companions in Marketing, Advertising and Communication

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

Cuprins

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

Recenzii

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 marketing from some of the very best marketing researchers in the world!
Bernd Skiera, University of Frankfurt, Germany

Descriere

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.