The Connected Customer: The Changing Nature of Consumer and Business Markets (Hardcover) (ISBN-13: 9781848728370)

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
ISBN-10: 1848728379
ISBN-13: 9781848728370
Publisher: Routledge
Language: English
Published: 01/01/2010
Pages: 372
Format: Hardcover
Weight: 1.35lbs
Size: 9.10h x 6.10w x 0.90d