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Mapping Out Marketing
Navigation Lessons from the Ivory Trenches
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Format: Hardback
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Mapping Out Marketing
$34100
Unit price
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Unavailable
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.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
feedback is welcome!
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
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.
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