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

Contributor(s): Material type: TextTextPublisher: New York : Routledge, [2010]Copyright date: ©2010Description: xviii, 353 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1848728379
  • 9781848728370
Subject(s): DDC classification:
  • 658.8342 22
LOC classification:
  • HF5415.32 .C6536 2010
Contents:
Preface -- Introduction -- Part 1. Connectivity and the New Reality of Markets -- Opportunities and Challenges in Studying Customer Networks / C. Van den Bulte -- Understanding the Relational Ecosystem in a Connected World / C.M. Henderson, R.W. Palmatier -- Connectivity, Control, and Constraint in Business Markets / S. Wuyts -- Part 2. Leveraging Vertical Connectivity with Channel Partners and Brands -- The Connected Patient / N. Camacho, V. Landsman, S. Stremersch -- Is Mr Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making / B. Shiv -- God and Mammon: The Influence of Religiosity on Brand Connections / A. Rindfleisch, N. Wong, J.E. Burroughs -- Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth and Risk / R. Srivastava, T. Wiesel -- Part 3. Leveraging Horizontal Connectivity Among Customers -- The Shadow of Other People: Socialization and Social Comparison in Marketing / R. Burt -- Viral Marketing: What is It and What are the Components of Viral Success? / R. van der Lans, G. Verbruggen -- Social Connectivity, Opinion Leadership and Diffusion / J. Goldenberg, S. Han, D.R. Lehmann -- The Effect of Negative Word of Mouth in Social Networks / A. Bonfrer.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8342 CON (Browse shelf(Opens below)) 1 Available A457535B

Includes bibliographical references and index.

Preface -- Introduction -- Part 1. Connectivity and the New Reality of Markets -- Opportunities and Challenges in Studying Customer Networks / C. Van den Bulte -- Understanding the Relational Ecosystem in a Connected World / C.M. Henderson, R.W. Palmatier -- Connectivity, Control, and Constraint in Business Markets / S. Wuyts -- Part 2. Leveraging Vertical Connectivity with Channel Partners and Brands -- The Connected Patient / N. Camacho, V. Landsman, S. Stremersch -- Is Mr Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making / B. Shiv -- God and Mammon: The Influence of Religiosity on Brand Connections / A. Rindfleisch, N. Wong, J.E. Burroughs -- Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth and Risk / R. Srivastava, T. Wiesel -- Part 3. Leveraging Horizontal Connectivity Among Customers -- The Shadow of Other People: Socialization and Social Comparison in Marketing / R. Burt -- Viral Marketing: What is It and What are the Components of Viral Success? / R. van der Lans, G. Verbruggen -- Social Connectivity, Opinion Leadership and Diffusion / J. Goldenberg, S. Han, D.R. Lehmann -- The Effect of Negative Word of Mouth in Social Networks / A. Bonfrer.

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