Flux

Name: Flux
Brand: University Of Toronto Press
SKU: 9781442644038
Price: 265.15 RON
Availability: InStock

What Marketing Managers Need to Navigate the New Environment

Autor: Dilip Soman, David Soberman

Limbă:

Legare: Copertă tare

Editura: University Of Toronto Press

Disponibilitate: În depozitul extern

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265.15 lei

The past decade has seen a number of developments that threaten the very fabric of how marketing act...

Informații despre carte

Autor

Dilip Soman, David Soberman

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2012

Pagini

344

EAN

9781442644038

ISBN

1442644036

Enbook ID

04797596

Editura

University Of Toronto Press

Greutate

692

Dimensiuni

237 x 170 x 30

Descriere completă

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.

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Flux

What Marketing Managers Need to Navigate the New Environment

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