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The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented access to previously hidden aspects of consumer behavior. Clearly, a€˜business as usuala€™ is not an option for marketing managers who want their firms to stay in the game. To help managers adapt to the rapidly changing business environment, Flux offers a collection of the very best thinking on key areas of marketing activity and decision-making. Each chapter is written by a leading expert in a specific a€˜newa€™ marketing subject area, from managing brands to dealing with new media, and addresses substantive challenges in that area while providing steps for taking action. The booka€™s integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.Since the early 19905, Renault has reduced the time from conception to production of a new car model from fifty-six to twenty-two ... as the Renault Twingo (a trendsetter in the small car category), the Renault Scenic (the pioneer of the Monospace category), and the Renault Megane (a family car with a look and appeal that is causing significant problems for competitors such as Peugeot and Volkswagen).

Author: David Soberman, Dilip Soman Consulting
Publisher:University of Toronto Press - 2012-12-05

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