by Roberto Bello (Author)
The Unmanageable Marketing Manager provides readers with insights into how managers can better understand and engage with customers amid a multiplicity of marketing strategies. Beginning with a foundational analysis of historical marketing strategy theories, the book presents the evolution from a manager-dominated dynamic to a customer-empowered dynamic, finally settling into a landscape where both parties cooperate as equals.
The text approaches marketing from a social constructionist viewpoint, critiquing conventional perceptions of the manager-customer relationship and proposing a new paradigm that considers diverse social contexts and adaptive behaviors. The discussion spans various theories, including relationship marketing, service-dominant logic, and cocreation. Supported by case studies and discourse analysis, the book illustrates the manager's role in evolving marketing strategies and their perception of the customer.
The Unmanageable Marketing Manager is well suited for courses in marketing management, strategic marketing, and consumer behavior, and is particularly beneficial for students at the graduate level engaging with advanced marketing concepts. The insights provided will provoke thought leadership regarding the dynamic nature of manager-customer relationships and encourage readers to interpret these interactions within broader social and cultural frameworks.