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list price: $41.95
edition:eBook
also available: Hardcover
published: Dec 2012
pages: 344
ISBN:9781442698406
publisher: University of Toronto Press
imprint: Rotman-UTP Publishing

Flux

What Marketing Managers Need to Navigate the New Environment

by David Soberman & Dilip Soman Consulting

tagged: strategic planning
0 of 5
0 ratings
rated!
rated!
list price: $41.95
edition:eBook
also available: Hardcover
published: Dec 2012
pages: 344
ISBN:9781442698406
publisher: University of Toronto Press
imprint: Rotman-UTP Publishing
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

David Soberman is Canadian National Chair in Strategic Marketing and a professor in the Rotman School of Management at the University of Toronto.
Author profile page >

Dilip Soman Consulting

Dilip Soman holds the Canada Research Chair in Behavioural Science and Economics at the Rotman School of Management, University of Toronto and serves as the project director of the Behaviourally Informed Organizations initiative.
Author profile page >
Editorial Review

‘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

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