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Connecting with Consumers

Connecting with Consumers

Author(s): Matthew A. Gilbert

Edition: 1

Copyright: 2021

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Ebook

$114.66

ISBN 9781792472589

Details Electronic Delivery EBOOK 180 days

Faculty Review Copy

According to management consultant, author, and educator Peter Drucker “knowledge has to be improved, challenged, and increased constantly, or it vanishes.” Connecting with Consumers shares ten case studies in five sections about organizations in various industries. Each case starts with an overview and concludes with retrospective and prospective questions that enhance a student’s understanding. Why case studies? Summarizing scenarios impacting actual organizations, a case study improves critical thinking ability and increases strategic planning skills. Case studies illustrate the application of business theory while offering students an opportunity to solve real business situations from a variety or practical and psychological perspectives.

Section 1 | Understanding Consumer Behavior
1 | Kickstarter: Igniting Innovation and Sparking Controversy
2 | Whole Foods Market, Inc.: Damage Control Over Product Mislabeling

Section 2 | Defining Psychological Influences
3 | Barneys New York: A Case of “Shop and Frisk”
4 | Canada Goose Holdings, Inc.: Ethical Sourcing of Down and Fur 

Section 3 | Identifying Sociological Influences
5 | Nike, Inc.: Believing in Colin Kaepernick, Sacrificing Brand Image?
6 | Target Corporation: Predictive Analytics and Customer Privacy 

Section 4 | Studying Situational Influences
7 | Mylan: Balancing Profitability and Public Approval in the Digital Age
8 | Samsung Electronics Co., Ltd.: Galaxy Note 7 Crisis

Section 5 | Developing Marketing Strategy
9 | Amazon.com, Inc.: Going Shopping with AI 
10 | JUUL: An Addictive, Compulsive Product or a Path Away from Tobacco?

Matthew A. Gilbert

Inspired to “learn continuously and live generatively,” Matthew A. Gilbert, MBA, is a teacher, researcher, and trainer with more than 25 years of experience writing, speaking, and consulting. He joined Coastal Carolina University in 2020 after educating undergraduates in Dubai for six years. A lecturer of marketing at the Wall College of Business, he teaches advertising, consumer behavior, personal selling, and principles of marketing courses. Connecting academia with industry, his research and writing intersect humanity, industry, and technology. Considered a charismatic communicator, he facilitates professional development workshops and has delivered three TEDx Talks. As a consultant, he designs marketing communication materials and serves as a subject matter expert. He holds a bachelor’s degree in English from the University of California at Santa Barbara and an MBA from Woodbury University. When asked why teaching is his tenure, he explains, “Education empowers me to influence individuals and impact organizations while improving myself in the process.” To learn more about him, visit https://www.matthewagilbert.com.

According to management consultant, author, and educator Peter Drucker “knowledge has to be improved, challenged, and increased constantly, or it vanishes.” Connecting with Consumers shares ten case studies in five sections about organizations in various industries. Each case starts with an overview and concludes with retrospective and prospective questions that enhance a student’s understanding. Why case studies? Summarizing scenarios impacting actual organizations, a case study improves critical thinking ability and increases strategic planning skills. Case studies illustrate the application of business theory while offering students an opportunity to solve real business situations from a variety or practical and psychological perspectives.

Section 1 | Understanding Consumer Behavior
1 | Kickstarter: Igniting Innovation and Sparking Controversy
2 | Whole Foods Market, Inc.: Damage Control Over Product Mislabeling

Section 2 | Defining Psychological Influences
3 | Barneys New York: A Case of “Shop and Frisk”
4 | Canada Goose Holdings, Inc.: Ethical Sourcing of Down and Fur 

Section 3 | Identifying Sociological Influences
5 | Nike, Inc.: Believing in Colin Kaepernick, Sacrificing Brand Image?
6 | Target Corporation: Predictive Analytics and Customer Privacy 

Section 4 | Studying Situational Influences
7 | Mylan: Balancing Profitability and Public Approval in the Digital Age
8 | Samsung Electronics Co., Ltd.: Galaxy Note 7 Crisis

Section 5 | Developing Marketing Strategy
9 | Amazon.com, Inc.: Going Shopping with AI 
10 | JUUL: An Addictive, Compulsive Product or a Path Away from Tobacco?

Matthew A. Gilbert
Matthew A. Gilbert

Inspired to “learn continuously and live generatively,” Matthew A. Gilbert, MBA, is a teacher, researcher, and trainer with more than 25 years of experience writing, speaking, and consulting. He joined Coastal Carolina University in 2020 after educating undergraduates in Dubai for six years. A lecturer of marketing at the Wall College of Business, he teaches advertising, consumer behavior, personal selling, and principles of marketing courses. Connecting academia with industry, his research and writing intersect humanity, industry, and technology. Considered a charismatic communicator, he facilitates professional development workshops and has delivered three TEDx Talks. As a consultant, he designs marketing communication materials and serves as a subject matter expert. He holds a bachelor’s degree in English from the University of California at Santa Barbara and an MBA from Woodbury University. When asked why teaching is his tenure, he explains, “Education empowers me to influence individuals and impact organizations while improving myself in the process.” To learn more about him, visit https://www.matthewagilbert.com.