In todayas connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information. Consumers are increasingly interconnected through various sorts of social networks, a trend that is facilitated by recent advances in electronic media and telecommunication (i.e., MySpace, Facebook, Twitter and Cyworld). Consumers are also increasingly connected with brands and seek to play a more participative role in their relationship with companies, stimulating companies to reconsider how to connect with consumers. This book consists of a collection of chapters by thought-leaders in the field of marketing and beyond that deals with the rich facets of connectivity. This edited volume is a great source of research ideas and fresh theory building for academics and students in marketing and related fields who wish to understand this exciting field. It will be a source of inspiration for practitioners who are eager to take up the challenge and adapt their marketing strategies to the changing nature of consumer and business markets.http://ec.europa.eu/public_opinion/archives/ebs/ebs_225_report_en.pdf Fastnow, C.J., Grant, T., aamp; Rudolph, T. J. (1999, December). Holy rollcalls: ... Hadiwinata, B. S. (2002, December 5). ... Houghton, D.C., aamp; Grewal, R. (2000, November).
|Title||:||The Connected Customer|
|Author||:||Stefan H.K. Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, F.G.M.(Rik) Pieters|
|Publisher||:||Routledge - 2011-01-19|