| 000 | 00000cam u2200205 a 4500 | |
| 001 | 000046067096 | |
| 005 | 20210208163131 | |
| 008 | 210205s2010 nyua b 001 0 eng d | |
| 010 | ▼a 2009043127 | |
| 020 | ▼a 9781848728370 (hardcover : alk. paper) | |
| 020 | ▼a 1848728379 (hardcover : alk. paper) | |
| 035 | ▼a (KERIS)REF000016083358 | |
| 040 | ▼a DLC ▼c DLC ▼d BTCTA ▼d YDXCP ▼d CDX ▼d C#P ▼d BWX ▼d DEBBG ▼d DLC ▼d 211009 | |
| 050 | 0 0 | ▼a HF5415.32 ▼b .C6536 2010 |
| 082 | 0 0 | ▼a 658.8/342 ▼2 23 |
| 084 | ▼a 658.8342 ▼2 DDCK | |
| 090 | ▼a 658.8342 ▼b C752 | |
| 245 | 0 4 | ▼a The connected customer : ▼b the changing nature of consumer and business markets / ▼c edited by Stefan Wuyts ... [et al.]. |
| 260 | ▼a New York : ▼b Routledge, ▼c c2010. | |
| 300 | ▼a xviii, 353 p. : ▼b ill. ; ▼c 24 cm. | |
| 504 | ▼a Includes bibliographical references and indexes. | |
| 505 | 0 | ▼a Opportunities and challenges in studying customer networks / Christophe Van den Bulte -- Understanding the relational ecosystem in a connected world / Conor M. Henderson and Robert W. Palmatier -- Connectivity, control, and constraint in business markets / Stefan Wuyts -- The connected patient / Nuno Camacho, Vardit Landsman, and Stefan Stremersch -- Is Mr. Spock a good candidate for being a connected customer? : the role of emotion in decision making / Baba Shiv -- God and mammon : the influence of religiosity on brand connections / Aric Rindfleisch, Nancy Wong, and James E. Burroughs -- Brand platforms as strategic investments : leveraging customer connections to manage profitability, growth, and risk / Rajendra K. Srivastava and Thorsten Wiesel -- The shadow of other people: socialization and social comparison in marketing / Ronald Burt -- Viral marketing : what is it, and what are the components of viral success? / Ralf van der Lans and Gerrit van Bruggen -- Social connectivity, opinion leadership, and diffusion / Jacob Goldenberg, Sangman Han, and Donald R. Lehmann -- The effect of negative word-of-mouth in social networks / Andre Bonfrer. |
| 650 | 0 | ▼a Consumer behavior. |
| 650 | 0 | ▼a Branding (Marketing). |
| 650 | 0 | ▼a Marketing. |
| 655 | 7 | ▼a Aufsatzsammlung. ▼2 swd |
| 700 | 1 | ▼a Wuyts, Stefan. |
| 945 | ▼a KLPA |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 658.8342 C752 | 등록번호 511045642 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
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.정보제공 :
목차
Preface. Introduction. Part 1. Connectivity and the New Reality of Markets C. Van den Bulte, Opportunities and Challenges in Studying Customer Networks. C.M. Henderson, R.W. Palmatier, Understanding the Relational Ecosystem in a Connected World. S. Wuyts, Connectivity, Control, and Constraint in Business Markets. Part 2. Leveraging Vertical Connectivity with Channel Partners and Brands N. Camacho, V. Landsman, S. Stremersch, The Connected Patient. B. Shiv, Is Mr. Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making. A. Rindfleisch, N. Wong, J.E. Burroughs, God and Mammon: The Influence of Religiosity on Brand Connections. R. Srivastava, T. Wiesel, Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth and Risk. Part 3. Leveraging Horizontal Connectivity Among Customers R. Burt, The Shadow of Other People: Socialization and Social Comparison in Marketing. R. van der Lans, G. Verbruggen, Viral Marketing: What is It and What are the Components of Viral Success? J. Goldenberg, S. Han, D.R. Lehmann, Social Connectivity, Opinion Leadership and Diffusion. A. Bonfrer, The Effect of Negative Word of Mouth in Social Networks.