Mapping Out Marketing

Name: Mapping Out Marketing
Brand: Taylor & Francis
SKU: 9781138082229
Price: 341.0 NZD
Availability: InStock

Navigation Lessons from the Ivory Trenches

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Summary

Mapping Out Marketing addresses the profound changes in society, technology, and consumer behaviour that require a fresh understanding of marketing knowledge. Edited by Ron Hill and Cait Lamberton, the book presents insights from leading global marketing professors, sharing their experiences and wisdom across diverse contexts. The content is organised into eight thematic "destinations," exploring crucial topics such as technology, consumer markets, and behavioural economics. It highlights how product features, pricing, delivery, and communication shape effective marketplaces worldwide, emphasising continuous learning and adaptation in marketing.
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Format: Hardback

$341⁰⁰

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Mapping Out Marketing

$341⁰⁰

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

This book is ideal for marketing professionals, business students, academics, and anyone interested in the evolving landscape of consumer behaviour and marketplace strategy. Its clear, concise chapters make it particularly suitable for readers seeking expert perspectives delivered in accessible, digestible segments.

This book offers a highly relevant set of perspectives on marketing and consumer behaviour that goes to the heart not only of the way that business works, but the way that we work as consumers, marketers and decision makers.

Description

Sea-changes in society, technology, consumer expectations and our understanding of behavioural economics have caused us to rethink our understanding of the scope of knowledge required to navigate, analyse and shape consumer behaviour.

You hold in your hand a field guide for this adventure. Ron Hill and Cait Lamberton have gathered together the very top professors from around the world and invited them to share the beliefs, practices and wisdom that they have developed and honed across years and contexts.

Each of these luminaries shares personal stories and deep insights about the way that not only business works, but the way we, ourselves, navigate the world. These short contributions are contained in eight "destinations" that showcase overlapping and essential topics, ranging from technology to subsistence marketplaces. Each destination is followed by unique questions that are answered by the material provided.

The research described in Mapping Out Marketing has helped the field understand the central role of exchange in marketing relationships, and how product features, pricing strategies, delivery mechanisms and various communication modalities create or fail to produce functioning marketplaces around the world.

In addition, it reminds us all of the need to continue to learn, to grow, and to share our knowledge – in whatever corner of the marketing world we find ourselves.

Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?

Michael Norton from Harvard Business School praises the book for making academic writing engaging, noting its unique format compels top marketing minds to deliver their most innovative ideas succinctly. Jagdish N. Sheth, a marketing professor at Emory University, commends it as an innovative and refreshing distillation of complex marketing topics, with each 500-word article surpassing typical summaries.

Book Details

INFORMATION

ISBN: 9781138082229

Publisher: Taylor & Francis Ltd

Format: Hardback

Date Published: 17 May 2018

Country: United Kingdom

Imprint: Routledge

Illustration: 55 Line drawings, black and white

Contributors:

Edited by Ronald Hill
Edited by Catherine Lamberton
Edited by Jennifer Swartz

Audience: Professional and scholarly

DIMENSIONS

Width: 156.0mm

Height: 234.0mm

Weight: 439g

Pages: 194

Collections

Business & Entrepreneurship Education & Reference Marketing & Sales Non-Fiction

About the Author

Ronald Paul Hill, Ph.D. in business administration from the University of Maryland, holds the Visiting Lindner-Gambal Professorship of Business Ethics, George Washington University School of Business. He has authored over 200 journal articles, books, chapters, and conference papers on topics that include impoverished consumer behavior, marketing ethics, corporate social responsibility, human development, and public policy.

Cait Lamberton is Associate Professor and Ben L. Fryrear Chair in Marketing at the University of Pittsburgh’s Katz Graduate School of Business, where she researches and teaches consumer behavior and applied behavioral economics at the MBA and Ph.D. levels, in addition to providing consulting services in both government and the private sector.

Jennifer Swartz is a full-time MBA student at George Washington University with a focus on operations, strategy, and brand management. Prior to George Washington, she worked in Corporate Communications at Marsh & McLennan Agency in San Diego, overseeing various aspects of digital media strategy, branding, public relations, and non-profit fundraising efforts.