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Connecting with consumers : Marketing for new marketplace realities

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Publication details: Oxford Oxford University Press 2010Description: 333p xvISBN:
  • 9780199556519
Subject(s): DDC classification:
  • 343.071000 KIM
Contents:
Table of contents PART I: CONSUMER-TO-CONSUMER INFLUENCE: THE RISING POWER OF CONSUMERS; 1. Marketing in Evolution; 2. The 21st Century Consumer Landscape: New Realities; 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;
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Holdings
Item type Current library Shelving location Call number Status Barcode
BOOKs . Consumer Law Section 343.071 KIM (Browse shelf(Opens below)) Available 34033

Table of contents
PART I: CONSUMER-TO-CONSUMER INFLUENCE:
THE RISING POWER OF CONSUMERS;
1. Marketing in Evolution;
2. The 21st Century Consumer Landscape: New Realities;
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;