Flux: What Marketing Managers Need to Navigate the New Environment

‘This excellent work draws on the expertise of 15 academic and business thought leaders, who offer a treasure chest of ideas on how to manage the marketing effort in an ever changing world… Highly recommended. Students at all levels, researchers, practitioners, general readers.’

N.A Govoni, CHOICE Magazine; vol 50:11:2013

‘Flux is an excellent compendium that comprehensively covers the theory and practice of branding and marketing, drawing on the lessons of the past as well as analysing how these functions should operate in the new world created by unprecedented global connectivity and access to information.’ K.V. Kamath, Chairman, Infosys Ltd., and former Managing Director and CEO,  ICICI Bank

‘Flux is not just another marketing compendium. It is an original and comprehensive book that provides an expert view on the recent developments that are transforming marketing. For each topic, the theory is explained in simple terms, and the implications for managers are precisely highlighted. This makes it an effective companion for forward -looking marketers. And it is a pleasure to read!’ John-Claude Larreche, Heineken Chaired Professor of Marketing, INSEAD

‘An excellent collection of insights, Flux is inspired by academic research that is grounded in theory, empirically tested, and informed by industry knowledge.  It provides an efficient way for decision makers to keep up with the latest research that is relevant to both corporations and not-for profit institutions.’ Angela Lee, Mechthild Esser Nemmers Professor of Marketing, Kellogg School of Management, Northwestern University

‘This is a brilliantly put together book and a deep analysis of the transformation of marketing from a traditional brand-building model to one of comprehensive consumer engagement.  Written by some of the world’s leading scholars in marketing, it is an essential read for anyone interested in understanding the changing marketing landscape.’ Ganesh Iyer, Edgar F. Kaiser Professor of Business Administration, Haas School of Business, University of California Berkeley