The Routledge Companion to the Future of Marketing
Edited by Luiz Moutinho, Enrique Bigné, Ajay K. Manrai
To Be Published December 1st 2013 by Routledge – 480 pages
Series: Routledge Companions in Business, Management and Accounting
Description
The face of Marketing has changed substantially in the last few years. With more and more research conducted in marketing and consumer behaviour fields and technological breakthroughs occurring on a regular basis, the future of marketing is set to be very exciting.
Going beyond a state-of-the-art view of the discipline, this tome focuses on the advances being made in many different areas such as; critical thinking, new paradigms, novel conceptualisations, as well as several technological breakthroughs with a direct impact on the practice of marketing. Each chapter presents an analytical and engaging discussion of the topic, as well as introducing a specific research agenda paving the way for the future.
The Routledge Companion to the Future of Marketing provides the reader with a comprehensive set of visionary insights into the future of Marketing. This prestige collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge.
Contents
Introduction (Luiz Moutinho, Eric Bigné and Ajay Manrai) Part I: New Paradigms and Philosophical Insights 1.New Philosophical Paradigms in Marketing (George Panigryakis) 2. Toward a New Marketing Paradigm (Jerry Wind) 3. Utopia Marketing (Stephen Brown) 4. The New Marketing Myopia (Douglas Brownlie) 5. Restoring Justice (Anna Mattila) 6. Value Balanced Marketing (Christian Grönroos and Tore Strandvik) 7. Process-Based Marketing Management (Tarek Mady, Ajay Manrai and Lalita Manrai) 8. The Future of Marketing Theory (Rod Brodie) Part II: Contributions from other Scientific Fields 9. Biomarketing: An Emerging Paradigm Linking Neuroscience, Endocrinology and Genetics to Buyer-Seller Behaviour (Richard P. Bagozzi and Willem Verbeke) 10. Neurophilosophy (Gordon Foxall) 11. Autobiographic and Semantic Memories and Branding (Nilanthi Ratnayake) 12. Neural Correlates of the Emotional and Symbolic Content of Brands: A Neuro-Imaging Study (Jose Paulo Santos, Luiz Moutinho, Daniela Seixas and Sofia Brandão) 13. Using Artificial Neural Networks to Analyze fMRI data (Jose Paulo Santos and Luiz Moutinho) 14. Development of Eye-Tracking Research and Marketing (Michel Wedel and Rik Pieters) Part III: Scholarly Reconnecting with Consumers and Markets 15. CLV (Dipak C. Jain) 16. Unconventional Marketing: From Guerilla to Consumer Made (Bernard Cova and Marcel Saucet) 17. Social Media (Dana Lascu, Lalita Manrai, Ajay Manrai and Lindsay Korenich) 18. Brand Engagement (José Martí, Enrique Bigné and Antonio Hyder) 19. The Future of Pricing and Digital Markets (PK Kannan) 20. Liquid Media (Martha Russell) 21. Computer-Human Interaction (Antonio Hyder, Enrique Bigné and José Martí) 22. The Slogan Validator: The Application of Human-Computer Interface (Wan-Chen Wang and Luiz Moutinho) Part IV: New Technologies Changing the Face of Marketing 23. Internet Technology and Branding (George Christodoulides) 24. The Future Role of Intelligent Virtual Agents (IVAs) (Ingrid Poncin and Slim Ben Mimoun) 25. Sixth Sense and Fingertip Technologies (Rajbir Bhatti) Part V: New Methodological Insights in Scholarly Research in the Field 26. Memetics (Noel Murray, Lalita Manrai and Ajay Manrai) 27. Confirmatory Tetrad Analysis (Joaquín Aldás-Manzano) 28. Agent Based Modelling (William Rand) 29. Genetic, Memetic and Electromagnetic Algorithms: Applications in Marketing (Pedro Godinho and Manuela Silva) 30. Futures Research Methodologies for Marketing (Luiz Moutinho, Nuno Teixeira and Miguel Lage)
Author Bio
Luiz Moutinho is Foundation Chair of Marketing at the University of Glasgow Business School, UK
Enrique Bigné is Professor of Marketing at the University of Valencia, Spain
Ajay K. Manrai is Professor of Marketing at the Alfred Lerner School of Business, University of Delaware, USA
Name: The Routledge Companion to the Future of Marketing (Hardback) – Routledge
Description: Edited by Luiz Moutinho, Enrique Bigné, Ajay K. Manrai. The face of Marketing has changed substantially in the last few years. With more and more research conducted in marketing and consumer behaviour fields and technological breakthroughs occurring on a regular basis, the future of marketing is set to be...
Categories: Marketing, Consumer Behaviour, Internet / Digital Marketing / e-Marketing