Mapping Out Marketing

Navigation Lessons from the Ivory Trenches

Business & Finance, Marketing & Sales, Consumer Behaviour, Advertising & Promotion, Business Reference, Business Communication
Cover of the book Mapping Out Marketing by , Taylor and Francis
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Author: ISBN: 9781351622523
Publisher: Taylor and Francis Publication: May 24, 2018
Imprint: Routledge Language: English
Author:
ISBN: 9781351622523
Publisher: Taylor and Francis
Publication: May 24, 2018
Imprint: Routledge
Language: English

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

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, followed by unique questions that are answered by the material provided. The research described has helped the field understand the central role of exchange in marketing relationships, and how product features, pricing strategies, delivery mechanism 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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

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, followed by unique questions that are answered by the material provided. The research described has helped the field understand the central role of exchange in marketing relationships, and how product features, pricing strategies, delivery mechanism 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.

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