Marketing in a Digital World

Aric Rindfleisch is the John M. Jones Professor of Marketing and Executive Director of the Illinois MakerLab at the University of Illinois, USA. Aric's research, which mainly focuses on consumers, brands, interfirm relationships and new product development, has been published in several leading academic journals including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Operations Management, and Strategic Management Journal. Alan J. Malter is Associate Professor of Marketing at the University of Illinois at Chicago, USA. His research examines how consumers perceive and respond to new technologies, geographic branding and marketing systems, organizational learning and innovation, the changing role of marketing, and longitudinal research designs. His work has been published in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and International Journal of Research in Marketing, among others.

• Introduction: Transitioning to a Digital World; Aric Rindfleisch and Alan J. MalterMarketing in the Digital Age: A Moveable Feast of Information; Kristen E. Lane and Sidney J. Levy The Impact of Digital Innovations on Marketing and Consumers; Brian T. Ratchford Big and Lean is Beautiful: A Conceptual Framework for Data-Based Learning in Marketing Management; Emre Soyer, Steven Seggie and Koen Pauwels The Growing Importance of Software as a Driver of Value Exchange; Charles Hofacker Mobile Marketing 2.0: State of the Art and Research Agenda; Unnati Narang and Venkatesh Shankar All's Not Well on the Marketing Frontlines: Understanding the Challenges of Adverse Technology-Consumer Interactions; Utpal Dholakia Perceived Deception in Online Consumer Reviews: Antecedents, Consequences, and Moderators; Sergio Roman, Isabel P. Riquelme and Dawn Iacobucci Self-Manufacturing via 3D Printing: Implications for Retailing Thought and Practice; Aric Rindfleisch, Alan J. Malter and Greg Fisher

This book consists of nine essays by marketing and other specialists from the US, who consider marketing in the digital world. They discuss the main features of the new digital world; the role and impact of information technology on human life and the marketplace; the influence of the internet and other digital innovations on markets, firms, and consumers; the marketing analytics component of big data and a lean startup approach to data-based learning and marketing management; the importance of software as a driver of value exchange; mobile marketing; adverse technology-consumer interactions; perceived deception in online consumer reviews; and self-manufacturing in the context of the rise of desktop 3D printing.