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Wuyts Stefan

The connected customer : The changing nature of consumer and business markets - London Routledge 2010 - 353p xvii

Table of contents
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.

ISBN: 9781848728370

Subjects--Topical Terms:
1. Consumer Behaviour 2. Branding - Marketing

Dewey Class. No.: 658.800000 / WUY