"The Connected Customer" guides marketers and marketing/consumer scholars in dealing with the new reality of consumer and business marketing in today's technological world, where customers are harder to please but better connected.
"The Connected Customer" guides marketers and marketing/consumer scholars in dealing with the new reality of consumer and business marketing in today's technological world, where customers are harder to please but better connected.
Stefan H.K. Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, F.G.M.(Rik) Pieters
Inhaltsangabe
Preface. Introduction. Part 1. Connectivity and the New Reality of Markets C. Van den Bulte Opportunities and Challenges in Studying Customer Networks. C.M. Henderson R.W. Palmatier Understanding the Relational Ecosystem in a Connected World. S. Wuyts Connectivity Control and Constraint in Business Markets. Part 2. Leveraging Vertical Connectivity with Channel Partners and Brands N. Camacho V. Landsman S. Stremersch The Connected Patient. B. Shiv Is Mr. Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making. A. Rindfleisch N. Wong J.E. Burroughs God and Mammon: The Influence of Religiosity on Brand Connections. R. Srivastava T. Wiesel Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability Growth and Risk. Part 3. Leveraging Horizontal Connectivity Among Customers R. Burt The Shadow of Other People: Socialization and Social Comparison in Marketing. R. van der Lans G. Verbruggen Viral Marketing: What is It and What are the Components of Viral Success? J. Goldenberg S. Han D.R. Lehmann Social Connectivity Opinion Leadership and Diffusion. A. Bonfrer The Effect of Negative Word of Mouth in Social Networks.
Preface. Introduction. Part 1. Connectivity and the New Reality of Markets C. Van den Bulte Opportunities and Challenges in Studying Customer Networks. C.M. Henderson R.W. Palmatier Understanding the Relational Ecosystem in a Connected World. S. Wuyts Connectivity Control and Constraint in Business Markets. Part 2. Leveraging Vertical Connectivity with Channel Partners and Brands N. Camacho V. Landsman S. Stremersch The Connected Patient. B. Shiv Is Mr. Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making. A. Rindfleisch N. Wong J.E. Burroughs God and Mammon: The Influence of Religiosity on Brand Connections. R. Srivastava T. Wiesel Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability Growth and Risk. Part 3. Leveraging Horizontal Connectivity Among Customers R. Burt The Shadow of Other People: Socialization and Social Comparison in Marketing. R. van der Lans G. Verbruggen Viral Marketing: What is It and What are the Components of Viral Success? J. Goldenberg S. Han D.R. Lehmann Social Connectivity Opinion Leadership and Diffusion. A. Bonfrer The Effect of Negative Word of Mouth in Social Networks.
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