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
• Soggetto genere / forma: Electronic books.
• 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.: 9910459012303321
• Lo trovi qui: Univ. Federico II