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Handbook of Advances in Marketing in an Era of Disruptions

Handbook of Advances in Marketing in an Era of Disruptions
Essays in Honour of Jagdish N. Sheth

First Edition
Edited by:
  • Atul Parvatiyar - Texas Tech University, Lubbock, TX, USA, Emory University, Atlanta, GA, USA, SP Jain School of Global Management, Mumbai, India, University of North Carolina at Chapel Hill, USA, Georgia State University, Atlanta, GA, USA, XLRI Jamshedpur, India
  • Rajendra Sisodia - FW Olin Distinguished Professor of Global Business, Babson College, Massachusetts

January 2019 | 692 pages | SAGE India
We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.

This book is dedicated to Professor Jagdish N. Sheth and honours his sustained contribution as a management thinker, scholar, academician and corporate adviser in an illustrious career spanning over five decades.

Philip Kotler
Foreword: My Reflections About Jagdish Sheth
Part I: Rethinking and Re-envisioning Marketing
Yoram “Jerry” Wind
Reimagine Marketing
Gerald Zaltman
Daring to Understand and Change Thinking
Madhubalan Viswanathan
Envisioning Marketing Advances in an Era of Disruptions: A Bottom-up Perspective from Subsistence Marketplaces
William L Wilkie
Advancing the Study of Marketing’s Impacts on Society
Philip Kotler
Should Government Regulate Questionable Goods and Services?
Robert Winsor and David W Stewart
The Historical Roots of Marketing’s Badge of Infamy
Part II: Marketing for a Better World
Rajan Varadarajan
Environmental Sustainability Innovations, Sustainability Stakeholders and the Triple Bottom Line
Amitava Chattopadhyay
Building Sustainable and Socially Impactful Businesses at the Base of the Pyramid
C B Bhattacharya
From Bystanders to Owners: Marketing Sustainability Ownership to Stakeholders to Secure Our Future Well-being
Marcelo L D S Gabriel
Sustainability as a Key Component of Marketing Strategy: A Societal Approach
Omar Rodriguez-Vila and Sundar Bharadwaj
Pioneering Research on Sustainability
Part III: Managing Marketing in a Turbulent World
George S Day
Organizing Marketing for an Era of Digital Turbulence
Rajeev Batra
Harnessing Disruptions for Marketing Strategies
Russell Belk
Economic Tremors and Earthquakes: Sharing, the Sharing Economy, Crowdfunding, Cryptocurrencies and DAOs
Yee Heng TAN and Srinivas K Reddy
Funding by the Masses: Crowdfunding Platforms and Their Disruption of Traditional Marketing Functions
JoAnn Sciarrino, Jim Friedman, Todd Kirk, Kim Kitchings and John Prudente
Customer Journey Modelling: An Integrated Approach to Quantify the Importance, Contribution and Efficiency of Paid, Owned and Earned Media
Edgar Leonard, Neil Bedwell and Nicholas Roth
Increasing Marketing’s Impact: Making Everyone a Marketer
Part IV: Enhancing Customer Experience and Value
Ruth N Bolton
Innovating the Customer Experience
G Shainesh
Customer Centricity in the Digital Age: Rediscovering Value
Michael Kleinaltenkamp and Dimitri Dekanozishvili
The Contextual Nature of Value in Use
Thomas Werani
Value-based Marketing in Business-to-Business Markets: Foundation, Logic and Proposal for a Generic Process
Md Tarique Newaz, Dennis Arnett and Mayukh Dass
The 4 As of Marketing Framework and Social Network Platforms
Atul Parvatiyar, Naveen Donthu and Thomas W Gruen
Value of Outsourcing Sales and Marketing by CPG Companies in the Age of Retail Disruptions
Part V: Understanding and Managing Customers
Robert E Spekman and Robert J Thomas
Organizational Buying Behaviour: Where We Have Been and Where We Need to Go In
Douglas Bowma
Practical Tools and Frameworks for Customer Management in Business Marketing
Hakan Hakansson and Ivan Snehota
Interactivity and International Business
Christian Gronroos
Are You Ready for Relationship Marketing? It Is a Business Challenge
W Fred van Raaij
Trust in Persons, Organizations and Systems
Pierre R Berthon, Ivan Fedorenko, Leyland F Pitt and Sarah Lord Ferguson
Can Brand Custodians Cope with Fake News? Marketing Assets in the Age of Truthiness and Post-Fact
Part VI: Marketing Technologies, Analytics and Research Methods
Jürgen Kai-Uwe Brock
The Evolution of Marketing Technology
V Kumar and Divya Ramachandran
Influence of Technology and Data on Customized Marketing Strategy
Denish Shah and Emily Shay
How and Why Artificial Intelligence, Mixed Reality and Blockchain Technologies Will Change Marketing We Know Today
Dawn Iacobucci
Contemporary Disruptions in the Realm of Research Methods in Marketing
Arvind Rangaswamy
The Two Stars of Marketing Analytics: Automated and Directed Systems
R Rao
Modelling Choice of Multiple Items Vithala
K Malhotra and Steven M Burgess
Integrating Social Media in Marketing Research Courses Naresh
Part VII: Pushing the Frontiers of Marketing Discipline
Arch G Woodside
Seating Gigerenzer, Gladwin, McClelland, Sheth and Simon at the Same Table: Constructing Workbench Theories of Decision Processes That Predict Outcomes Accurately
Johny K Johansson
International Marketing as a Discipline
Can Uslay
The Next Frontier in Marketing: Self-Sustaining Marketing, Society and Capitalism Through Collaborative Yet Disruptive Partnerships
Gary Ottley, Nada Nasr Bechwati and Rajendra Sisodia
Conscious Marketing: Meaning and Application
Part VIII: Jagdish Sheth—Impact, Views and Tributes
Atul Parvatiyar and Rajendra Sisodia
Musings on the Past, Present and Future: An Interview with Jag Sheth
Morris B Holbrook
Young Jagdish: A Tribute to His Early Years
Terry Clark and Martin Key
I Am Standing; No, I Do Not Use Grecian Formula; No, I Am Not an International Grad Student: An Essay in Appreciation of Jag Sheth
Mona Sinha
Jagdish Sheth: Evangelizing in and About Emerging Markets
Richard P Bagozzi
Personal Tribute to Jagdish N. Sheth
Paul Baines
Multiplicative 4 Ps That Characterize Jag Sheth
Leonard L Berry
Reflections on Jagdish Sheth: A Marketing Role Model
Ruth N Bolton
Jagdish Sheth: Heart of Marketing
George S Day
A Personal Tribute to Jagdish Sheth for His 80th Birthday
Gary Frazier
Jag Sheth: Thanks to a True Giant!
Tomas Hult
Some of My Background with Jagdish Sheth
D Hunt
A Tribute to Jag Sheth: An Extraordinary, One-of-a-Kind Career Shelby
K Kohli
Jag the Compassionate Master Academic Ajay
J Lutz
Jag Sheth: Tribute to a Game Changer Richard
Vijay Mahajan
Jag Sheth: A Blessed Man and an Amazing Role Model
A Parasuraman
Tribute to a Timeless Scholar with a Brilliant Mind and a Bountiful Heart
C Whan Park
Why Do I Admire Jag Sheth?
Atul Parvatiyar
Jagdish Sheth: A Living Legend, My Guru, Mentor and Benevolent Benefactor
Adrian Payne
Jagdish Sheth: Scholar, Innovator, Mentor and Philanthropist
Vithala R Rao
A Tribute to Professor Jagdish Sheth: A Consummate Marketer
Rajendra Sisodia
Jag Sheth: A Friend, Guide, Mentor and Father Figure
Rajan Varadarajan
Dr Jagdish N. Sheth: A Servant Leader Scholar, Helpful Scholar, Energetic Scholar, Teacher Scholar and Humble Scholar
Madhubalan Vishwanathan
Jagdish Sheth: The Jaguar of Marketing
Stephen L Vargo
Jagdish Sheth: A Statement of Personal Impact and Appreciation
Key features
• A collection of both conceptual and empirical essays on the advancement of marketing in around 10 domains of marketing specialization from pre-eminent scholars.

• Contributors include leading scholars from many European countries in addition to North America and Asia.

• All essays are original and based on the authors’ latest research. This book will be an immensely valuable resource for students and faculty of marketing.

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ISBN: 9789352809585

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