Connecting With Consumers (häftad)
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Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
350
Utgivningsdatum
2010-06-03
Upplaga
New
Förlag
OUP Oxford
Illustratör/Fotograf
Halftones and line illustrations
Illustrationer
Halftones and line illustrations
Dimensioner
244 x 188 x 18 mm
Vikt
781 g
Antal komponenter
1
ISBN
9780199556519

Connecting With Consumers

Marketing For New Marketplace Realities

av Allan J Kimmel
Häftad,  Engelska, 2010-06-03
824
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These are exciting times for business marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. This book calls on marketers to make a choice: embrace the ongoing changes as opportunities for reshaping relationships with consumers, or cling to the past at the risk of becoming irrelevant.
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getAbstract getAbstract recommends this well-researched book to research driven marketers, academics and marketing researchers.

Övrig information

<br>Allan J. Kimmel is Professor of Marketing at ESCP Europe in Paris. He holds MA and Ph.D. degrees in social psychology from Temple University. He has published extensively on connected marketing and word of mouth, marketing communication, consumer behavior, ethics, deception, and commercial rumors, including three books on research ethics and articles in the Journal of Consumer Psychology, Psychology & Marketing, American Psychologist, Business Horizons, The Journal of Behavioral Finance, Ethics & Behavior, and Journal of Marketing Communications, among others. His recent books include Rumorsand Rumor Control: A Manager's Guide to Understanding and Combatting Rumors (Lawrence Erlbaum, 2004) and Marketing Communication: New Approaches, Technologies, and Styles (OUP, 2005).<br>

Innehållsförteckning

PART I: CONSUMER-TO-CONSUMER INFLUENCE: THE RISING POWER OF CONSUMERS; 1. Marketing in Evolution; 2. The 21st Century Consumer Landscape: New Realities; 3. Targeting Consumers in the Era of Web 2.0; 4. Word-of-Mouth Influence; PART II: CONNECTED MARKETING: MEASUREMENT, APPROACHES, AND TECHNIQUES; 5. Word of Mouth and Social Media Research and Measurement; 6. Listening to and Engaging Consumers; 7. Connected Marketing I: Word-of-Mouth Marketing Techniques; 8. Connected Marketing II: Viral and Live Buzz Marketing Techniques; 9. Synthesis and a Look to the Future

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