TY  - BOOK
AU  - Wuyts,Stefan
TI  - The connected customer: the changing nature of consumer and business markets 
SN  - 1848728379
AV  - HF5415.32 .C6536 2010
U1  - 658.8342 22
PY  - 2010///]
CY  - New York
PB  - Routledge
KW  - Consumer behavior
KW  - Branding (Marketing)
KW  - Marketing
N1  - 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
ER  -