Connecting With Consumers

Marketing For New Marketplace Realities

Allan J. Kimmel

Éditeur :

OUP Oxford

Paru le : 2010-06-03

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Description du livre

These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. In an age in which marketers can reach their audiences with greater facility than ever before, firms have never been less in control of their customer targets. This increasing connectedness of consumers provides a range of unique and promising opportunities for product and brand managers. Connecting With Consumers describes the various strategies and techniques that can be utilized to harness consumer influence. The book traces evolving developments in the consumer marketplace, considers their impact on the potential reshaping of the marketing profession, and describes the emerging set of tools that can enable marketers to respond to new marketplace realities. It provides, clear, up-to-date coverage of a number of topics currently on the minds of many: Web 2.0, word of mouth, buzz, the social web, social media metrics, customer engagement, viral and guerrilla marketing. The book critically assesses emerging marketing strategies and tools within the context of research and theory, and provides numerous applied examples to illustrate marketing successes and common pitfalls to avoid. It argues throughout for a more collaborative relationship between companies and consumers towards their mutual benefit. Although the balance of power has shifted to the consumer for each of the various aspects of the marketing process, collaboration is what the future of marketing likely will be all about. Marketers can avoid irrelevance in the face of change, but this will require a clear commitment to connecting with consumers rather than searching for ways to regain control over them. The book challenges marketers to make a choice: embrace the ongoing changes as opportunities for reshaping relationships with consumers, or cling to the past at the risk of becoming irrelevant. This is the book for those who choose the first alternative.

À propos

Auteur

Allan J. Kimmel

Éditeur

OUP Oxford

Collection

n.c

Parution

2010-06-03

Pages

n.c

EAN papier

9780191614040

Auteur(s) du livre

Allan J. Kimmel

Allan J. Kimmel is Professor of Marketing at ESCP Europe in Paris, France. He holds MA and Ph.D. degrees in social psychology from Temple University (USA). He has research and writing interests in connected marketing and word of mouth, marketing communication, consumer behavior, ethics, deception, and commercial rumors. He has published extensively on these topics, including three books on research ethics and articles in the Journal of Consumer Psychology, Psychology & Marketing, American Psychologist, Business Horizons, The Journal of Behavioral Finance, Ethics & Behavior, Journal of Marketing Communications, and European Advances in Consumer Research, among others. His latest books are Rumors and Rumor Control: A Manager's Guide to Understanding and Combatting Rumors (Lawrence Erlbaum, 2004) and Marketing Communication: New Approaches, Technologies, and Styles (OUP, 2005).

Caractéristiques détaillées - droits

EAN EPUB

9780191614040

Prix

47,37 €

Nombre pages copiables

Nombre pages imprimables

Taille du fichier

4690 Ko

informations d'accessibilité

Connecting With Consumers

Allan J. Kimmel

OUP Oxford

Solution LCP DRM

Solution Adobe DRM

Description du livre

À propos

Auteur(s) du livre

Caractéristiques détaillées - droits

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