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The Routledge companion to the future of marketing

Autor Luiz Moutinho
Vydavatel: London ; New York : Routledge, Taylor & Francis Group, 2014.
Edice: Routledge companions in business, management and accounting.
Vydání/formát:   book_printbook : English : 1 editionZobrazit všechny vydání a formáty
Databáze:WorldCat
Shrnutí:
Every discipline needs to be re-examined in its fundamentals, given the huge impact of twenty-first-century globalization and technology on our global market, economy and society. Marketing has changed substantially in the last few years. With more and more research conducted in marketing and consumer behaviour fields, and technological advances and applications occurring on a regular basis, the future of marketing  Přečíst více...
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Detaily

Žánr/forma: Forecasts
Typ dokumentu: Book
Všichni autoři/tvůrci: Luiz Moutinho
ISBN: 9780415625920 0415625920
OCLC číslo: 852488367
Popis: xxxi, 470 pages : illustrations ; 25 cm.
Obsahy: Introduction --
Toward a new marketing paradigm --
New philosophical paradigms in marketing : from amoral consumerism to axiological societing --
Restoring justice : an examination in the marketing context --
Process-based marketing management --
Future of theorizing in marketing : increasing contribution by bridging theory and practice --
Biomarketing : an emerging paradigm linking neuroscience, endocrinology, and genetics to buyer-seller behavior --
Neurophilosophy of explanation in economic psychology : an exposition in terms of neuro-behavioral decision systems --
Autobiographical episodes, semantic memories and branding --
Looking at vision : eye/face/head tracking of consumers for improved marketing decisions --
Evaluating customer relationships : current and future challenges --
Unconventional marketing : from guerrilla to consumer made --
Social media : past, present, and future --
Brand engagement --
Branding in the age of digital connectivity --
The future of pricing in the digital era --
Human-computer interaction --
The slogan validator : the application of human-computer interface --
Memes, memetics and marketing : a state-of-the-art review and a lifecycle model of meme management in advertising --
Confirmatory tetrad analysis as a tool to decide between the formative/reflective nature of constructs in marketing and management research --
The future applications of agent-based modeling in marketing --
Genetic, memetic and electromagnetism-like algorithms : applications in marketing --
Futures research insights and methods.
Název edice: Routledge companions in business, management and accounting.
Odpovědnost: edited by Luiz Moutinho, Enrique Bigné and Ajay K. Manrai.
Více informací:

Anotace:

Every discipline needs to be re-examined in its fundamentals, given the huge impact of twenty-first-century globalization and technology on our global market, economy and society. Marketing has changed substantially in the last few years. With more and more research conducted in marketing and consumer behaviour fields, and technological advances and applications occurring on a regular basis, the future of marketing opens up a world of exciting opportunities. Going beyond a state-of-the-art view of the discipline, this innovative volume focuses on the advances being made in many different areas such as; critical thinking, new paradigms, novel conceptualisations, as well as key technological innovations with a direct impact on the theory and practice of marketing. Each chapter presents an expert overview, and an analytical and engaging discussion of the topic, as well as introducing a specific research agenda paving the way for the future. The Routledge Companion to the Future of Marketing provides the reader with a comprehensive set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of marketing scholars, transforming current thinking into new perspectives and advances in marketing knowledge.

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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 Přečíst více...

 
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