目次

INTRODUCTION, DESTINATION #1: Research and Technology, Entry #1 How do you stay on trend amidst the always-evolving world of digital marketing? Andrew T. Stephen, Entry #2 What role might bioscience play in helping us deepen our understanding of – and intervention in – human behavior? Joseph W. Alba, Entry #3 How can we conduct research that truly furthers our understanding of diversity, rather than reinforcing old models? Jerome D. Williams, Entry #4 How can you use models in a meaningful way for your market? Greg Allenby, Entry #5 Does "big data" have the right answers? Ronald Paul Hill, Entry #6 How can you capture data that reflects complex life decisions? Fred M. Feinberg, Entry #7 What are consumers’ interactions with the Internet of Things and how does it affect marketing? Donna L. Hoffman, DESTINATION #2: Target Markets and Consumer Behavior, Entry #8 Who are your consumers (really)? Americus Reed II, Entry #9 How can you get to know the true identity of your target market? Craig J. Thompson, Entry #10 What role does intuition play in consumers’ decisions? Rebecca Walker Reczek, Entry #11 Why does obligation play into consumers’ behaviors and how can you prepare accordingly? Raj Raghunathan, Entry #12 How can the sense of touch help you increase purchases and the price consumers are willing to pay?Joann Peck, Entry #13 Did you smell that? How scent affects the consumer experience. Maureen Morrin, Entry #14 How do you engage low-literate, low-income consumers and entrepreneurs in the marketplace? Madhu Viswanathan, DESTINATION #3: Branding, Entry #15 How do attitudes affect brands? Richard J. Lutz, Entry #16 How can you strengthen communication effects to better your brand? Kevin Lane Keller, Entry #17 How can marketers foster brand attachment? Andreas Eisingerich, Deborah J. MacInnis, and C. Whan Park, Entry #18 When does your positional advantage pose challenges to success? Rebecca J. Slotegraaf, Entry #19 How does your advertising affect consumers?Charles R. Taylor, Entry #20 How can you use your brand to help your consumers live better lives? Deborah Roedder John, Entry #21 Why hire someone who does not fit consumers’ stereotypes?Valerie S. Folkes, DESTINATION #4: Enhancing the Marketplace, Entry #22 Price competition, attraction effects, and line-extension effects: What are their hidden returns? Timothy B. Heath, Entry #23 What makes a new product successful?Donald R. Lehmann, Entry #24 What are the consequences for remedying risk? Lisa E. Bolton, Entry #25 Why do business relationships often fail and how can you turn that trend around? Sandy D. Jap, Entry #26 Is it better for us (and our consumers) to make decisions together or alone? Cait Lamberton, Entry #27 What steps can you take to create an inclusive marketplace? Sonya A. Grier, Entry #28 How can looking at the whole picture help you serve customers?Michael K. Brady, DESTINATION #5: Customer Satisfaction, Entry #29 What do customers really want? Michael Norton, Entry #30 How do marketers bring back the voice of the customer? Kelly D. Martin, Entry #31 How does satisficing and justifying amongst consumers affect marketing? James W. Gentry, Entry #32 How can you better predict future consumer preferences when consumers often have trouble doing so? Rebecca Hamilton, Entry #33 How do your prices actually affect consumers? Ryan Hamilton, Entry #34 How do you create the ultimate customer experience? Kay Lemon, Entry #35 How do you measure service quality? Valarie A. Zeithaml, DESTINATION #6: Consumer Wellbeing, Entry #36 How can marketing spark change in consumer health? Cornelia (Connie) Pechmann, Entry #37 What is the best strategy to employ when conducting healthy food marketing? Pierre Chandon, Entry #38 How does price influence food decision making? Kelly L. Haws, Entry #39 What factors influence over-consumption and how can marketers use this information to improve customers’ wellbeing? Maura L. Scott, Entry #40 How do female mannequins impact consumers? Jennifer J. Argo, Entry #41 How can marketing make prevention education effective? J. Craig Andrews, DESTINATION #7: Motivating Change, Entry #42 How can you influence change and innovation? Stacy Wood, Entry #43 What role do consequences play in motivating consumers? George Loewenstein, Entry #44 How can you enhance consumer persuasion? Punam A. Keller, Entry #45 How can you use negative associations to motivate consumers? Katherine White, Entry #46 How can you tap into consumers’ surroundings to influence their actions?Juliano Laran, Entry #47 Does consumers’ photo taking enrich or impoverish experience? Gal Zauberman, Kristin Diehl, and Alix Barasch, Entry #48 What can you do to stay motivated throughout your career? By Brian Wansink, DESTINATION #8: Marketing and the World at Large, Entry #49 What does wisdom entail and how can it make you a better marketer? David Glen Mick, Entry #50 How is collaboration beneficial to you and your business? Julie L. Ozanne and Lucie K. Ozanne, Entry #51 How can you employ macromarketing to better your business? Clifford J. Shultz, II, Entry #52 How is sustainability changing the marketing world? CB Bhattacharya, Entry #53 How does climate determine consumption and culture? Jagdish Sheth, Entry #54 How can you help children navigate market messages as technology progresses? Lan Nguyen Chaplin, Entry #55 What should students learn about marketing? Leigh McAlister, CLOSING REMARKS, Index