Continuing to Broaden the Marketing Concept Vol: 17
Vanderbilt University, USA
Vanderbilt University, USA
- 17 Sep 2020
- Emerald Publishing Limited
- 384 pages - 152 x 229mm
- Review of Marketing Research
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
This volume brings together leading scholars to explore how marketing can push boundaries to fix some of the most important problems which face society today. Topics covered include; politics, retirement, modelling social marketing data (for alcohol consumption and illegal drug use), feeding the world, data privacy (informing readers as to the varieties of protective options), and environmental sustainability.
Each chapter provides thought provoking discussions which will be relevant to researchers, professionals and students.
Introduction to "Continuing to Broaden the Marketing Concept: Making the World a Better Place" Dawn Lacobucci
Part I: New (to us) Modality
Chapter 1. A Framework for Understanding Communication Through Comics (Illustrated); Eric Yorkston and Xavier Drèze
Part II: Politics
Chapter 2. How Marketing Can Save Democracy; Yoram (Jerry) Wind and David Reibstein;
Chapter 3. The Inevitable Downward Spiral of American Political Discourse; Joel H. Steckel;
Chapter 4. Political Advertising Needs Better Regulation; Brian T. Ratchford;
Part III: The World Around US - Now and Soon;
Chapter 5. The Retirement Planning Crisis: Finding a Way Out with a Consumer Behavior Perspective; Wayne D. Hoyer and Harley Krohmer;
Chapter 6. Market Response Models for Social Marketing Causes; Dominique M. Hanssens;
Chapter 7. Global Food Security: How Marketing Can Help; David E. Bell;
Chapter 8. Our Data-Driven Future: Promises, Perils, and Prognoses; Dana Turjeman and Fred Feinberg;
Chapter 9. Discovering Market Structure of Ambiguously Appraised Products from Bid History in Online Auctions; Mayukh Dass, Srinivas K. Reddy, Md. Tarique Newaz, and Mehrnoosh Reshadi;
Part IV: Feeling and Thinking – New Perspectives Regarding Affect and Cognition;
Chapter 10. Some Thoughts on Happiness, Well-Being, and a Meaningful Life for Academics; Richard Bagozzi
Chapter 11. Knowledge Type Preference and Its Implications for Consumer Behavior: The Case of Preference for Practical versus Theoretical Knowledge; Haiyang Yang, Ziv Carmon, and Itamar Simonson;
Chapter 12. The Conceptualization and Measure of Creativity: Implications for Research in Marketing and Consumer Behavior; Joseph R. Priester and Monique A. Fleming;
Chapter 13. Curiosity and Its Implications for Consumer Behavior; Christopher T. Hsee and Bowen Ruan;
Part V: Environmental Sustainability;
Chapter 14. Sustainability Developments in Cities in the World; Mark Peterson and Rhett Epler;
Chapter 15. Marketing Research on Environmental Sustainability; Dawn Iacobucci, Marcelo L. D. S. Gabriel, Matthew J. Schneider, and Kavita Miadaira Hamza
Dawn Iacobucci is the Ingram Professor of Marketing at Vanderbilt University. Her research focuses on networks and methodological research questions. She has published in journals including the Journal of Marketing, Journal of Marketing Research, Harvard Business Review, Journal of Consumer Psychology and Marketing Science.