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Titolo: | The connected customer : the changing nature of consumer and business markets / / edited by Stefan Wuyts. [et al.] |
Pubblicazione: | New York : , : Routledge, , 2010 |
Descrizione fisica: | 1 online resource (372 p.) |
Disciplina: | 658.8/342 |
Soggetto topico: | Consumer behavior |
Branding (Marketing) | |
Marketing | |
Classificazione: | QP 600 |
Altri autori: | WuytsStefan |
Note generali: | Description based upon print version of record. |
Nota di bibliografia: | Includes bibliographical references and indexes. |
Nota di contenuto: | Opportunities and challenges in studying customer networks / Christophe Van den Bulte -- Understanding the relational ecosystem in a connected world / Conor M. Henderson and Robert W. Palmatier -- Connectivity, control, and constraint in business markets / Stefan Wuyts -- The connected patient / Nuno Camacho, Vardit Landsman, and Stefan Stremersch -- Is Mr. Spock a good candidate for being a connected customer? : the role of emotion in decision making / Baba Shiv -- God and mammon : the influence of religiosity on brand connections / Aric Rindfleisch, Nancy Wong, and James E. Burroughs -- Brand platforms as strategic investments : leveraging customer connections to manage profitability, growth, and risk / Rajendra K. Srivastava and Thorsten Wiesel -- The shadow of other people: socialization and social comparison in marketing / Ronald Burt -- Viral marketing : what is it, and what are the components of viral success? / Ralf van der Lans and Gerrit van Bruggen -- Social connectivity, opinion leadership, and diffusion / Jacob Goldenberg, Sangman Han, and Donald R. Lehmann -- The effect of negative word-of-mouth in social networks / Andre Bonfrer. |
Sommario/riassunto: | In today's 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 |
Titolo autorizzato: | The connected customer |
ISBN: | 1-135-17690-6 |
1-135-17691-4 | |
1-283-04522-2 | |
9786613045225 | |
0-203-86356-9 | |
Formato: | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione: | Inglese |
Record Nr.: | 9910819522003321 |
Lo trovi qui: | Univ. Federico II |
Opac: | Controlla la disponibilità qui |