Connecting With Consumers : Marketing For New Marketplace Realities
Allan J. Kimmel
Bok Engelsk 2010 · Electronic books.
| Utgitt | Oxford : : OUP Oxford, , 2010.
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| Omfang | 1 online resource (350 p.)
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| Opplysninger | Description based upon print version of record.. - CONTENTS; PREFACE; LIST OF FIGURES; LIST OF EXHIBITS; LIST OF TABLES; LIST OF BOXES; ABBREVIATIONS; PART I: CONSUMER-TO-CONSUMER INFLUENCE: THE RISING POWER OF CONSUMERS; PART II: CONNECTED MARKETING: MEASUREMENT, APPROACHES, AND TECHNIQUES; REFERENCES; INDEX. - These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. In an age in which marketers can reach their audiences with greater facility than ever before, firms have never been less in control of their customer targets. This increasing connectedness of consumers provides a range of unique and promising opportunities for product and brand managers. Connecting With Consumers describes the various strategies and techniques that can be utilized to harness consumer influence. The book traces ev
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| ISBN | 9780199556502. - 9780199556519
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