FOREWORD
INTRODUCTION: The Evolving Role of the Marketing Manager
PART 1: The Changing Landscape
Chapter 1: THE CHALLENGE OF TODAY’S MARKETING ENVIRONMENT
David Soberman
Chapter 2: LOSING CONTROL AND LOVING IT
David Dunne
Chapter 3: BRAND EXTENSION STRATEGY: AN INTEGRATIVE FRAMEWORK
Sridhar Moorthy
Chapter 4: WHAT MAKES THE INTERNET DIFFERENT?
Avi Goldfarb
PART 2: Understanding to Engage: Key Lessons from the Latest in the Psychology and Economics of Consumer Behavior
Chapter 5: MEMORY, PERSUASION AND DECISION MAKING
Andrew Mitchell
Chapter 6: HEDONOMICS: WHY PEOPLE DO NOT BUY WHAT THEY ENJOY THE MOST
Claire Tsai
Chapter 7: MARKETING MANAGEMENT WHEN FACING FORWARD-LOOKING CONSUMERS
Andrew Ching
Chapter 8: STRATEGIC FORWARD-LOOKING MARKETING MANAGEMENT
Ron Borkovsky
Chapter 9: Just Imagine: The Role of Visualization in NEW PRODUCT EVALUATION
Min Zhao
Chapter 10: THE ROLE OF MORALITY IN CONSUMER DECISIONS
Nina Mazar
PART 3: Marketing Management to Engage
Chapter 11: MANAGE CUSTOMER VALUE THROUGH INCENTIVES
Mengze Shi
Chapter 12: HANG ON: THE PSYCHOLOGY OF TIME AND IMPLICATIONS FOR DESIGNING QUEUES
Dilip Soman
Chapter 13: Brands as HUMANS: RELATIONSHIP NORMS AND ANTHROPOMORPHISM
Pankaj Aggarwal
Chapter 14: THE Psychology of Giving: Small Interventions That Make a DIFFERENCE
Aparna Labroo
Chapter 15: MANAGING BRANDS BY LEVERAGING ACADEMIC RESEARCH
Delaine Hampton