Connecting with Consumers: Marketing for New Marketplace Realities
Kimmel, Allan J.
Connecting with Consumers: Marketing for New Marketplace Realities - Oxford Oxford University Press 2010 - 333p
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
9780199556519 0.00
Marketing
Marketing -Technological innovations
658.8 / KIM
Connecting with Consumers: Marketing for New Marketplace Realities - Oxford Oxford University Press 2010 - 333p
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
9780199556519 0.00
Marketing
Marketing -Technological innovations
658.8 / KIM