| Description |
1 online resource (503 pages) |
| Series |
Routledge Companions in Business, Management and Accounting |
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Routledge companions in business, management and accounting.
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| Contents |
Cover; The Routledge Companion to the Future of Marketing; Title Page; Copyright Page; Dedication; Table of Contents; List of figures; List of tables; List of contributors; Preface; Part I New paradigms and philosophical insights; 1 Toward a new marketing paradigm; 2 New philosophical paradigms in marketing: From amoral consumerism to axiological societing; 3 Restoring justice: An examination in the marketing context; 4 Process-based marketing management; 5 Future of theorizing in marketing: Increasing contribution by bridging theory and practice |
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Part II Contributions from other scientific fields6 Biomarketing: An emerging paradigm linking neuroscience, endocrinology, and genetics to buyer-seller behavior; 7 Neurophilosophy of explanation in economic psychology: An exposition in terms of neuro-behavioral decision systems; 8 Autobiographical episodes, semantic memories and branding; 9 Looking at vision: Eye/face/head tracking of consumers for improved marketing decisions; Part III Reconnecting with consumers and markets; 10 Evaluating customer relationships: Current and future challenges |
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11 Unconventional marketing: From guerrilla to consumer made12 Social media: Past, present, and future; 13 Brand engagement; 14 Branding in the age of digital connectivity; 15 The future of pricing in the digital era; 16 Human-computer interaction; 17 The Slogan Validator: The application of human-computer interface; Part IV New methodological insights in scholarly research in the field; 18 Memes, memetics and marketing: A state-of-the-art review and a lifecycle model of meme management in advertising |
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19 Confirmatory Tetrad Analysis as a tool to decide between the formative/reflective nature of constructs in marketing and management research20 The future applications of agent-based modeling in marketing; 21 Genetic, memetic and electromagnetism-like algorithms: Applications in marketing; 22 Futures research insights and methods; Index |
| Summary |
Marketing has changed substantially in the last few years. With more and more research conducted in marketing and consumer behaviour fields, and technological advances and applications occurring on a regular basis, the future of marketing opens up a world of exciting opportunities. Going beyond a state-of-the-art view of the discipline, this innovative volume focuses on the advances being made in many different areas such as; critical thinking, new paradigms, novel conceptualisations, as well as key technological innovations with a direct impact on the theory and practice of marketing. Each |
| Notes |
Print version record |
| Subject |
Marketing -- Forecasting
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Twenty-first century -- Forecasts.
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Marketing -- Forecasting
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Twenty-first century
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| Genre/Form |
Forecasts
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| Form |
Electronic book
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| Author |
Bigné, Enrique
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Manrai, Ajay K
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| ISBN |
9781136242861 |
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1136242864 |
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