Connecting with consumers: marketing for new marketplace realities

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. INDICE: Part I: Consumer-to-Consumer Influence: The Rising Power of Consumers; 1: Marketing in Evolution; 2: The 21st Century Consumer Landscape: NewRealities; 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

• ISBN: 978-0-19-955651-9
• Editorial: Oxford University
• Encuadernacion: Rústica
• Páginas: 352
• Fecha Publicación: 03/06/2010
• Nº Volúmenes: 1
• Idioma: Inglés