The Connected Customer: The Changing Nature of Consumer and Business Markets - Softcover

Softcover

ISBN 10: 1138997765 ISBN 13: 9781138997769

Verlag: Routledge, 2016

Inhaltsangabe

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 to connect 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.

Über diesen Titel

Über die Autorin bzw. den Autor

Stefan H.K. Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, F.G.M.(Rik) Pieters

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2016
• Sprache: Englisch
• ISBN 10: 1138997765
• ISBN 13: 9781138997769
• Einband: Taschenbuch
• Anzahl der Seiten: 372
• Herausgeber: Wuyts Stefan H.K., Dekimpe Marnik G., Gijsbrechts Els, Pieters F.G.M.(Rik)
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