Mapping Out Marketing

Table of contents

1. Cover
2. Half Title
3. Title Page
4. Copyright Page
5. Table of Contents
6. Contributors
7. Introduction
8. Destination #1 Research and technology
   1. Entry #1 How do you stay on trend amidst the always-evolving world of digital marketing?
   2. Entry #2 What role might bioscience play in helping us deepen our understanding of—and intervention in—human behavior?
   3. Entry #3 How can we conduct research that truly furthers our understanding of diversity, rather than reinforcing old models?
   4. Entry #4 How can you use models in a meaningful way for your market?
   5. Entry #5 Does “big data” have the right customer satisfaction answers?
   6. Entry #6 How can you capture data that reflects complex life decisions?
   7. Entry #7 What are consumers’ interactions with the Internet of Things and how does it affect marketing?
9. Destination #2 Target markets and consumer behavior
   1. Entry #8 Who are your consumers (really)?
   2. Entry #9 How can you get to know the true identity of your target market?
   3. Entry #10 What role does intuition play in consumers’ decisions?
   4. Entry #11 Why does obligation play into consumers’ behaviors and how can you prepare accordingly?
   5. Entry #12 How can the sense of touch change consumer experience and response?
   6. Entry #13 Did you smell that? How scent affects the consumer experience
   7. Entry #14 How do you engage low-literate, low-income consumers and entrepreneurs in the marketplace?
10. Destination #3 Branding
    1. Entry #15 How do attitudes affect brands?
    2. Entry #16 How can you strengthen communication effects to better your brand?
    3. Entry #17 How can marketers foster brand attachment?
    4. Entry #18 When does your positional advantage pose challenges to success?
    5. Entry #19 How does your advertising affect consumers?
    6. Entry #20 How can you use your brand to help your consumers live better lives?
    7. Entry #21 Why hire someone who does not fit consumers’ stereotypes?
11. Destination #4 Enhancing the marketplace
    1. Entry #22 Price competition, attraction effects, and line–extension effects: What are their hidden returns?
    2. Entry #23 What makes a new product successful?
    3. Entry #24 What are the consequences for remedying risk?
    4. Entry #25 Why do business relationships often fail and how can you turn that trend around?
    5. Entry #26 Is it better for us (and our consumers) to make decisions together or alone?
    6. Entry #27 What steps can you take to create an inclusive marketplace?
    7. Entry #28 How can looking at the whole picture help you serve customers?
12. Destination #5 Customer satisfaction
    1. Entry #29 What do customers really want?
    2. Entry #30 How do marketers bring back the voice of the customer?
    3. Entry #31 How does satisficing and justifying among consumers affect marketing?
    4. Entry #32 How can you better predict future consumer preferences when consumers often have trouble doing so?
    5. Entry #33 How do your prices actually affect consumers?
    6. Entry #34 How do you create the ultimate customer experience?
    7. Entry #35 How do you measure service quality?
13. Destination #6 Consumer wellbeing
    1. Entry #36 How can marketing spark change in consumer health?
    2. Entry #37 What is the best strategy to employ when conducting healthy food marketing?
    3. Entry #38 How does price influence food decision making?
    4. Entry #39 What factors influence over-consumption and how can marketers use this information to improve customers’ wellbeing?
    5. Entry #40 How do female mannequins impact consumers?
    6. Entry #41 How can marketing make prevention education effective?
14. Destination #7 Motivating change
    1. Entry #42 How can you influence change and innovation?
    2. Entry #43 What role do consequences play in motivating consumers?
    3. Entry #44 How can you enhance consumer persuasion?
    4. Entry #45 How can you use negative associations to motivate consumers?
    5. Entry #46 How can you tap into consumers’ surroundings to influence their actions?
    6. Entry #47 Does consumers’ photo-taking enrich or impoverish experience?
    7. Entry #48 What can you do to stay motivated throughout your career?
15. Destination #8 Marketing and the world at large
    1. Entry #49 What does wisdom entail and how can it make you a better marketer?
    2. Entry #50 How is collaboration beneficial to you and your business?
    3. Entry #51 How can you employ macromarketing to better your business?
    4. Entry #52 How is sustainability changing the marketing world?
    5. Entry #53 How does climate determine consumption and culture?
    6. Entry #54 How can you help children navigate market messages as technology progresses?
    7. Entry #55 What should students learn about marketing?
16. Closing remarks
17. Index