The Connected Customer -The Changing Nature of Consumer and Business Markets
Editor : Stefan H.K. Wuyts, Marnik G. Dekimpe, Els Gijsbrechts
Master eBook ISBN10 : 0-203-86356-9
Master eBook ISBN13 : 978-0-203-86356-5
No of pages : 376
eBook Price : $69.95
Originally Published : 1 Dec 2010
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 how toconnect 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.