The connected customer the changing nature of consumer and business markets 1st Edition by Stefan Wuyts,Marnik DekimpeEls Gijsbrechts,Pieters 9781848728370 1848728379
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ISBN 10:1848728379
ISBN 13:9781848728370
Author: Stefan Wuyts,Marnik DekimpeEls Gijsbrechts,Pieters
In today’s connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information. Consumers are increasingly interconnected through various sorts of social networks, a trend that is facilitated by recent advances in electronic media and telecommunication (i.e., MySpace, Facebook, Twitter and Cyworld). Consumers are also increasingly connected with brands and seek to play a more participative role in their relationship with companies, stimulating companies to reconsider how to connect with consumers.
This book consists of a collection of chapters by thought-leaders in the field of marketing and beyond that deals with the rich facets of connectivity. This edited volume is a great source of research ideas and fresh theory building for academics and students in marketing and related fields who wish to understand this exciting field. It will be a source of inspiration for practitioners who are eager to take up the challenge and adapt their marketing strategies to the changing nature of consumer and business markets.
The connected customer the changing nature of consumer and business markets 1st Table of contents:
1: Introduction
REFERENCES
Section I: Connectivity and the New Reality of Markets
2: Opportunities and Challenges in Studying Customer Networks
SOCIAL CONTAGION
BRAND COMMUNITIES
VALUING NETWORKS AND COMMUNITIES
HORIZONTAL AND VERTICAL NETWORKS
GETTING DATA: OPPORTUNITIES AND CAVEATS
CONCLUSION
REFERENCES
3: Understanding the Relational Ecosystem in a Connected World
CUSTOMER’S RELATIONAL ECOSYSTEM
RELATIONAL ENTITIES
RELATIONAL CHANNELS
RESEARCH DIRECTIONS
REFERENCES
4: Connectivity, Control, and Constraint in Business Markets
CONNECTIVITY AND CONTROL
CONNECTIVITY AND CONSTRAINT
CONNECTIVITY, CONTROL, AND CONSTRAINT: DIRECTIONS FOR FUTURE RESEARCH
NOTES
REFERENCES
Section II: Leveraging Vertical Connectivity With Channel Partners and Brands
5: The Connected Patient
FROM A WHITE-COAT MODEL TO SHARED DECISION MAKING
ANTECEDENTS OF THE EVOLUTION TO SHARED DECISION MAKING
CLINICAL AND RELATIONAL CONSEQUENCES
CONSIDERING PATIENT TYPES IN PATIENT-CENTERED MARKETING
STRATEGIC IMPLICATIONS OF PATIENT CONNECTEDNESS
NOTES
REFERENCES
6: Is Mr. Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making
THE CONNECTED CUSTOMER AND THE CUSTOMER VALUE PROPOSITION
THE CVP: A HISTORICAL PERSPECTIVE
THE THIRD-WAVE VIEW OF THE CVP: THE POWER OF BRAND EMOTION
THE STORY OF PHINEAS GAGE
MORE EVIDENCE FROM NEUROLOGICAL PATIENTS
DECISION QUALITY EMOTION AND THE BR
BACK TO THE CVP AND THE CONNECTED CUSTOMER
A VIEW INTO THE FUTURE
SOME FINAL WORDS
NOTES
REFERENCES
7: God and Mammon: The Influence of Religiosity on Brand Connections
COMPETING VIEWS ON THE ROLE OF RELIGIOSITY ON BRAND CONNECTIONS
FUNDAMENTALISM: RELIGIOSITY AS A DESIRE FOR CONSERVATION
SPIRITUALITY: RELIGIOSITY AS A DESIRE FOR TRANSCENDENCE
STUDY 1: UNITED STATES
STUDY 2: SINGAPORE
GENERAL DISCUSSION
CONCLUSION
REFERENCES
8: Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth, and Risk
THE NATURE OF STRATEGIC MARKETING INVESTMENTS
THE CONCEPT OF PRODUCT PLATFORMS
CUSTOMER AND BRAND PLATFORMS
CUSTOMER AND BRAND PLATFORMS AND BUSINESS PERFORMANCE
REFERENCES
Section III: Leveraging Horizontal Connectivity Among Customers
9: The Shadow of Other People: Socialization and Social Comparison in Marketing
SOCIALIZATION MECHANISM, CONNECTIVITY CRITERION
EQUIVALENCE CRITERION, SOCIAL COMPARISON MECHANISM
EQUIVALENCE AND CONNECTIVITY OFTEN MAKE THE SAME PREDICTIONS
CONTRADICTORY PREDICTIONS
HOW THE MECHANISMS COMBINE
CLOSING
ACKNOWLEDGMENTS
NOTES
REFERENCES
10: Viral Marketing: What Is It, and What Are the Components of Viral Success?
WHAT IS VIRAL MARKETING?
HOW DOES INFORMATION IN VIRAL MARKETING SPREAD?
DRIVERS OF VIRAL MARKETING CAMPAIGN SUCCESS
TRACKING VIRAL CAMPAIGN SUCCESS
CONCLUSIONS
NOTE
REFERENCES
11: Social Connectivity, Opinion Leadership, and Diffusion.
PRODUCT DIFFUSION: A SOCIAL PROCESS
DIFFERENT KINDS OF INFLUENTIALS
THE SOCIAL HUB: THE KEY TO NETWORK PROCESSES
SOCIAL HUBS ACTIVATE THE NETWORK BY SEEKING AND CONVEYING ATTRACTIVE INFORMATION
SOCIAL HUBS ARE ATTRACTIVE INFORMATION SOURCES
BRIDGING THE CHASM
ACTIVATING THE SOCIAL NETWORK
SOCIAL HUBS ARE NOT EARLY ADOPTERS, BUT THEY ADOPT EARLY
TRACKING THE INFLUENCE OF SOCIAL HUBS
DISCUSSION
NOTES
REFERENCES
12: The Effect of Negative Word-of-Mouth in Social Networks
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Stefan Wuyts,Marnik DekimpeEls Gijsbrechts,Pieters,changing,consumer