The Connected Customer: The Changing Nature of Consumer and Business Markets

In today's connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information. Consumers are increasingly interconnected through various sorts of social networks, a trend that is facilitated by recent advances in electronic media and telecommunication (i.e., MySpace, Facebook, Twitter and Cyworld). Consumers are also increasingly connected with brands and seek to play a more participative role in their relationship with companies, stimulating companies to reconsider how to connect with consumers. This book consists of a collection of chapters by thought-leaders in the field of marketing and beyond that deals with the rich facets of connectivity. This edited volume is a great source of research ideas and fresh theory building for academics and students in marketing and related fields who wish to understand this exciting field. It will be a source of inspiration for practitioners who are eager to take up the challenge and adapt their marketing strategies to the changing nature of consumer and business markets.

• | Author: Stefan H. K. Wuyts, Marnik G. Dekimpe, F. G. M. (Rik) Pieters, Els Gijsbrechts
• | Publisher: Routledge
• | Publication Date: Jan 20, 2016
• | Number of Pages: 372 pages
• | Language: English
• | Binding: Paperback/Business & Economics
• | ISBN-10: 1138997765
• | ISBN-13: 9781138997769