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Titre :
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Connecting with consumers : Marketing for new marketplace realities
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Auteurs :
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Allan J. Kimmel, Auteur
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Type de document :
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texte imprimé
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Editeur :
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Oxford : Oxford University Press, 2010
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ISBN/ISSN/EAN :
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978-0-19-955651-9
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Format :
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333 p. / illustrated in black and write / 24,5/19
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Note générale :
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Contents; List of Figures; List of Exhibits; List of Tables; List of Boxes; Abbreviations; References; Index
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Langues:
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Anglais
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Index. décimale :
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338.5 (Économie de la production en général (économie de l'entreprise, microéconomie, risque))
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Catégories :
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Production
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Mots-clés:
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Economic
;
marketing
;
consumers
;
Social marketing
;
technology
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Résumé :
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These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are dauting. In an age in which marketers can their audiences with greater facility than ever before, firms have never been less in control of their customer targets. The book chanllenges marketers to make a choice: embrace the ongoing changes as opportunities for reshaping relationships with consumers, or cling to the past at the risk becoming irrelevant. This is the book for those who choose the first alternative.
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Note de contenu :
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Part I. Consumer-to-consumer influence: The rising power of consumers (3-126); Part II. Connected marketing: measurement, approaches, and techniques (129-300)
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En ligne :
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www.oup.com
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