The Routledge Companion to the Future of Marketing
Edited by Luiz Moutinho, Enrique Bigné, Ajay K. Manrai
Routledge – 2013 – 474 pages
Routledge – 2013 – 474 pages
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 chapter presents an expert overview, and 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 prestigious collection aims to challenge the mindset of marketing scholars, transforming current thinking into new perspectives and advances in marketing knowledge.
Every discipline needs to be reexamined in its fundamentals, given the huge impact of 21st century globalization and technology on our global market, economy and society. Those of us in marketing are in the midst of a changing marketing paradigm, moving us from a concern with growth, to a concern with conservation and social justice. I hope that all marketers taste this rich souffle of new ideas and add their own contributions. Philip Kotler,
Every discipline needs to be reexamined in its fundamentals, given the huge impact of 21st century globalization and technology on our global market, economy and society. Those of us in marketing are in the midst of a changing marketing paradigm, moving us from a concern with growth, to a concern with conservation and social justice. I hope that all marketers taste this rich souffle of new ideas and add their own contributions.
Philip Kotler,Kellogg School of Management, Northwestern University, USA
This volume provides a futurist perspective to emerging topics in marketing, written by leading marketing scholars, including views on biomarketing, social media and digital connectivity, agent-based modeling and other new methodologies – even new ways of looking at marketing itself.
Anthony Di Benedetto, Temple University, USA
This books is a unique collection of the opinions on the future of marketing from some of the very best marketing researchers in the world!
Bernd Skiera, University of Frankfurt, Germany
Introduction (Luiz Moutinho, Eric Bigné and Ajay Manrai) Part I: New Paradigms and Philosophical Insights 1. Toward a New Marketing Paradigm (Yoram Wind) 2. New Philosophical Paradigms in Marketing: From amoral consumerism to axiological societing (George G. Panigyrakis and Anna Zarkada) 3. Restoring Justice- An Examination in the Marketing Context (Anna Mattila) 4. Process Based Marketing Management (Tarek Mady, Ajay Manrai and Lalita Manrai) 5. Future of Theorizing in Marketing: Increasing Contribution by Bridging Theory and Practice (Rod Brodie) Part II: Contributions from other Scientific Fields 6.Biomarketing: An Emerging Paradigm Linking Neuroscience, Endocrinology, and Genetics to Buyer-Seller Behavior (Richard P. Bagozzi and Willem Verbeke) 7. Neurophilosophy of explanation in consumer research (Gordon Foxall) 8. Autobiographical Episodes, Semantic Memories and Branding (Nilanthi Ratnayake and Amanda J. Broderick) 9. Looking at vision: eye/face/head tracking of consumers for improved marketing decisions (Michel Wedel and Rik Pieters) Part III: Reconnecting with Consumers and Markets 10.Evaluating customer relationships: current and future challenges (Siddharth S. Singh and Dipak C. Jain) 11. Unconventional Marketing: From Guerrilla to Consumer Made (Bernard Cova and Marcel Saucet) 12. Social Media: past, present, and future (Dana Lascu, Lalita Manrai, Ajay Manrai and Lindsay Korenich) 13. Brand Engagement (José Martí, Enrique Bigné and Antonio Hyder) 14. Branding in the Age of Digital Connectivity (Baskin Yenicioglu and George Christodoulides) 15. The Future of Pricing in the Digital Era (PK Kannan) 16. Computer Human Interaction (Antonio Hyder, Enrique Bigné, José Martí) 17. The Slogan Validator – the Application of Human-computer Interface (Wan-Chen Wang and Luiz Moutinho) 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 (Noel Murray, Ajay Manrai and Lalita Manrai) 19. Confirmatory Tetrad Analysis as a Tool to Decide between the Formative/Reflective Nature of Constructs in Marketing and Management Research (Joaquín Aldás-Manzano) 20. The Future Applications of Agent-Based Modeling in Marketing (William Rand) 21. Genetic, Memetic and Electromagnetism-Like Algorithms – Applications in Marketing (Pedro Godinho and Manuela Silva) 22. Futures Research Insights and Methods (Luiz Moutinho, Nuno Teixeira and Miguel Lage)
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