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.

Daring to Understand and Change Thinking
Daring to understand and change thinking
Gerald Zaltman
Abstract

Jagdish Sheth's many outstanding qualities and contributions to management and society in general share a common theme. He dares to think deeply and challenges his own and others' thoughts. The larger lesson he provides, and the focus of this essay, is the need for managers to (a) understand how they think, (b) question or challenge those processes and (c) be willing to change. These are difficult tasks. Changing how minds operate, especially our own, is not for the faint hearted. These tasks require intrinsic curiosity, courage and creativity. The soundness of how managers think is the primary driver of the quality of what they think and do. This ...

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