ABSTRACT
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.
TABLE OF CONTENTS
part Destination #1|23 pages
Research and technology
chapter Entry #1|3 pages
How do you stay on trend amidst the always-evolving world of digital marketing?
chapter Entry #7|3 pages
What are consumers’ interactions with the Internet of Things and how does it affect marketing?
part Destination #2|24 pages
Target markets and consumer behavior
chapter Entry #11|3 pages
Why does obligation play into consumers’ behaviors and how can you prepare accordingly?
chapter Entry #14|3 pages
How do you engage low-literate, low-income consumers and entrepreneurs in the marketplace?
part Destination #3|22 pages
Branding
part Destination #4|22 pages
Enhancing the marketplace
chapter Entry #22|3 pages
Price competition, attraction effects, and line–extension effects: What are their hidden returns?
chapter Entry #25|2 pages
Why do business relationships often fail and how can you turn that trend around?
chapter Entry #26|2 pages
Is it better for us (and our consumers) to make decisions together or alone?
part Destination #5|22 pages
Customer satisfaction
chapter Entry #32|3 pages
How can you better predict future consumer preferences when consumers often have trouble doing so?
part Destination #6|19 pages
Consumer wellbeing
chapter Entry #37|2 pages
What is the best strategy to employ when conducting healthy food marketing?
part Destination #7|22 pages
Motivating change
part Destination #8|22 pages
Marketing and the world at large