The connected customer : the changing nature of consumer and business markets / edited by Stefan Wuyts. [et al.].

Format:

Book

Contributor:

Wuyts, Stefan.

Language:

English

Subjects (All):

Consumer behavior.

Branding (Marketing).

Marketing.

Physical Description:

1 online resource (372 p.)

Edition:

1st ed.

Place of Publication:

New York : Routledge, 2010.

Language Note:

English

Summary:

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

Contents:

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.

Notes:

Description based upon print version of record.

Includes bibliographical references and indexes.

ISBN:

1-135-17690-6

1-135-17691-4

1-283-04522-2

9786613045225

0-203-86356-9

9780203863565

OCLC:

707067595