The Routledge Companion to the Future of Marketing

1. Auflage 2013
ISBN: 978-0-415-62592-0
Verlag: Taylor & Francis

Buch, Englisch, 504 Seiten, Format (B × H): 180 mm x 257 mm, Gewicht: 1021 g

Reihe: Routledge Companions in Marketing, Advertising and Communication

The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge.

Selected Contents: Part 1: New Paradigms and Philosophical Insights Part 2: Contributions from other Scientific Fields Part 3: Reconnecting with Consumers and Markets Part 4: New Methodological Insights in Scholarly Research in the Field

Autoren/Hrsg.

Moutinho, Luiz

Bigné, Enrique

Manrai, Ajay K

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction Part I: New Paradigms and Philosophical Insights 1.New Philosophical Paradigms in Marketing 2. Toward a New Marketing Paradigm 3. Utopia Marketing 4. The New Marketing Myopia 5. Restoring Justice 6. Value Balanced Marketing 7. Process-Based Marketing Management 8. The Future of Marketing Theory Part II: Contributions from other Scientific Fields 9. Biomarketing: An Emerging Paradigm Linking Neuroscience, Endocrinology and Genetics to Buyer-Seller Behaviour 10. Neurophilosophy 11. Autobiographic and Semantic Memories and Branding 12. Neural Correlates of the Emotional and Symbolic Content of Brands: A Neuro-Imaging Study 13. Using Artificial Neural Networks to Analyze fMRI data 14. Development of Eye-Tracking Research and Marketing Part III: Scholarly Reconnecting with Consumers and Markets 15. CLV 16. Unconventional Marketing: From Guerilla to Consumer Made 17. Social Media 18. Brand Engagement 19. The Future of Pricing and Digital Markets 20. Liquid Media 21. Computer-Human Interaction 22. The Slogan Validator: The Application of Human-Computer Interface Part IV: New Technologies Changing the Face of Marketing 23. Internet Technology and Branding 24. The Future Role of Intelligent Virtual Agents (IVAs) 25. Sixth Sense and Fingertip Technologies Part V: New Methodological Insights in Scholarly Research in the Field 26. Memetics 27. Confirmatory Tetrad Analysis 28. Agent Based Modelling 29. Genetic, Memetic and Electromagnetic Algorithms: Applications in Marketing 30. Futures Research Methodologies for Marketing

Über Autor(innen)

Luiz Moutinho is Foundation Chair of Marketing at theUniversity of Glasgow Business School, UK
Enrique Bigné is Professor of Marketing at theUniversity of Valencia, Spain
Ajay K. Manrai is Professor of Marketing at theAlfred Lerner School of Business, University of Delaware, USA