The connected customer : the changing nature of consumer and business markets /
The connected customer : the changing nature of consumer and business markets /
edited by Stefan Wuyts [and others].
- xviii, 353 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Preface -- Introduction -- Connectivity and the New Reality of Markets -- Opportunities and Challenges in Studying Customer Networks / Understanding the Relational Ecosystem in a Connected World / Connectivity, Control, and Constraint in Business Markets / Leveraging Vertical Connectivity with Channel Partners and Brands -- The Connected Patient / Is Mr Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making / God and Mammon: The Influence of Religiosity on Brand Connections / Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth and Risk / Leveraging Horizontal Connectivity Among Customers -- The Shadow of Other People: Socialization and Social Comparison in Marketing / Viral Marketing: What is It and What are the Components of Viral Success? / Social Connectivity, Opinion Leadership and Diffusion / The Effect of Negative Word of Mouth in Social Networks / C. Van den Bulte -- C.M. Henderson, R.W. Palmatier -- S. Wuyts -- N. Camacho, V. Landsman, S. Stremersch -- B. Shiv -- A. Rindfleisch, N. Wong, J.E. Burroughs -- R. Srivastava, T. Wiesel -- R. Burt -- R. van der Lans, G. Verbruggen -- J. Goldenberg, S. Han, D.R. Lehmann -- A. Bonfrer. Part 1. Part 2. Part 3.
1848728379 9781848728370
2009043127
Consumer behavior.
Branding (Marketing)
Marketing.
HF5415.32 / .C6536 2010
658.8342
Includes bibliographical references and index.
Preface -- Introduction -- Connectivity and the New Reality of Markets -- Opportunities and Challenges in Studying Customer Networks / Understanding the Relational Ecosystem in a Connected World / Connectivity, Control, and Constraint in Business Markets / Leveraging Vertical Connectivity with Channel Partners and Brands -- The Connected Patient / Is Mr Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making / God and Mammon: The Influence of Religiosity on Brand Connections / Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth and Risk / Leveraging Horizontal Connectivity Among Customers -- The Shadow of Other People: Socialization and Social Comparison in Marketing / Viral Marketing: What is It and What are the Components of Viral Success? / Social Connectivity, Opinion Leadership and Diffusion / The Effect of Negative Word of Mouth in Social Networks / C. Van den Bulte -- C.M. Henderson, R.W. Palmatier -- S. Wuyts -- N. Camacho, V. Landsman, S. Stremersch -- B. Shiv -- A. Rindfleisch, N. Wong, J.E. Burroughs -- R. Srivastava, T. Wiesel -- R. Burt -- R. van der Lans, G. Verbruggen -- J. Goldenberg, S. Han, D.R. Lehmann -- A. Bonfrer. Part 1. Part 2. Part 3.
1848728379 9781848728370
2009043127
Consumer behavior.
Branding (Marketing)
Marketing.
HF5415.32 / .C6536 2010
658.8342