Connecting With Consumers

Marketing For New Marketplace Realities

Autor: Allan J. Kimmel

Limbă:

Legare: Copertă tare

Editura: Oxford University Press

Disponibilitate: La editor doar la comandă

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These are exciting times for business managers and marketing professionals, yet the challenges impos...

Informații despre carte

Autor

Allan J. Kimmel

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2010

Pagini

352

EAN

9780199556502

ISBN

0199556504

Enbook ID

04532930

Editura

Oxford University Press

Greutate

958

Dimensiuni

196 x 250 x 28

Descriere completă

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.

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Connecting With Consumers

Marketing For New Marketplace Realities

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