Connecting with consumers : marketing for new marketplace realities / Allan J. Kimmel.

Format:

Book

Author/Creator:

Kimmel, Allan J.

Language:

English

Subjects (All):

Marketing.

Marketing--Case studies.

Marketing--Technological innovations.

Physical Description:

1 online resource (350 p.)

Edition:

1st ed.

Place of Publication:

Oxford : Oxford University Press, c2010.

Language Note:

English

Summary:

These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. In an age in which marketers can reach their audiences with greater facility than ever before, firms have never been less in control of their customer targets. This increasing connectedness of consumers provides a range of unique and promising opportunities for product and brand managers. Connecting With Consumers describes the various strategies and techniques that can be utilized to harness consumer influence. The book traces ev

Contents:

<em>pt. I Consumer-to-Consumer influence: the rising power of consumers </em>

1. Marketing in Evolution

Two Marketing Philosophies: The Selling Concept Versus the Marketing Concept

How Marketing Works

Conclusion

2. Twenty-First Century Consumer Landscape: New Realities

Media and Audience Fragmentation

Consumers Tuning Out Formal Marketing Efforts

Consumer Connectedness

3. Targeting Consumers in the Era of Web 2.0

Welcome to Web 2.0

How Information Spreads

Market Segmentation and Targeting

Emerging Consumer Target Groups

Movers and Shakers: Opinion Leaders, Brand Advocates, and Innovators

4. Word-of-Mouth Influence

Nature of WOM

WOM Antecedents

Impact of WOM

Separating Fact from Fallacy About WOM

<em>pt. II Connected Marketing: measurement, approaches, and techniques </em>

5. Word of Mouth and Social Media Research and Measurement

WOM Research Terminology

WOM Research: Traditional Scientific Approaches

Social Marketing Metrics

Identifying Influences

6. Listening to and Engaging Consumers

Tenets of Good Conversation

Trust and the Building of Marketer-Customer Relationships

Participating in the Blogosphere

Engaging with Online Networks and Communities

How Companies Listen and Engage: Some Case Examples

7. Connected Marketing I: Word-of-Mouth Marketing Techniques

Alternative Marketing Approaches: Defined, Classified, and Deconstructed

WOMM Techniques

8. Connected Marketing II: Viral and Live Buzz Marketing Techniques

Viral Marketing

Nature of Viral Marketing

Hotmail: An Early Viral Marketing Success Story

Practical Suggestions for Viral Marketing Campaigns

Live Buzz Marketing

9. Synthesis and a Look to the Future

Five Key Lessons for Connected Marketing

Connecting with Consumers: What Does the Future Hold?

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

0-19-161404-1

1-282-93921-1

9786612939211

0-19-158283-2

OCLC:

646788782