Page 7 - MYM 2016

Social Media
52 62
69
diSruPTion & innovaTion
74 78
83 95
SPoTlighT on branding
100
107
113
STraTegY
117
122
127
how Social Media Will Shape the future of Marketing Jagdish N. Sheth PhD
from bowling to Pinball: understanding how Social Media change the generation of value for consumers and companies Marc Oliver Opresnik PhD
Making e ective use of Social Sharing
Howard A. Tullman
Marketing and innovation in the 21st century
Kohzoh Takaoka
Marketing 4.0 in the digital economy: When online Meets o ine, Style Meets Substance, and Machine-to-Machine Meets human-to-human Philip Kotler PhD, Hermawan Kartajaya, and Iwan Setiawan
engaging customers in the app World through Smart analytics
V. Kumar PhD, Orhan Bahadir Dogan and Avishek Lahiri
Marketing Secrets of industry disruptors:
Solving customer headaches and four other Ways to compete Dominique Turpin PhD
improving economic Prosperity through nation branding
David J. Reibstein PhD
it’s all about building Trustworthy brand value
Larry Light PhD and Joan Kiddon
caSe STudY: kiTkaT Japan
kiTkaT chocolatory: The ultimate Premiumization of a Popular brand Masafumi Ishibashi
Pricing and the ceo
Hermann Simon PhD
Market Segmentation: Still the bedrock of commercial uccess
Malcolm McDonald PhD
Measuring and Managing Market alignment risk: Marketing’s critical new role in creating Pro t and growth Linden Brown PhD and John Stanhope
OCTOBEr 2016 MINd YOUr MarkETING | 7