Recommended book: Connecting With Consumers: Marketing For New Marketplace Realities by Kimmel, A

Connecting With Consumers: Marketing For New Marketplace Realities by Kimmel, A

Connecting With Consumers: Marketing For New Marketplace Realities by Kimmel, A

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Item specifics

Condition:

Like New: A book that looks new but has been read. Cover has no visible wear, and the dust jacket (if
Publication Year: 2010
Format: Paperback Language: English
ISBN:

9780199556519

EAN:

9780199556519

Connecting With Consumers: Marketing For New Marketplace Realities by Kimmel, A

Product Details

Synopsis
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 Consumersdescribes 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.

Product Identifiers
ISBN-10 0199556512
ISBN-13 9780199556519
eBay Product ID (ePID) 81823156

Key Details
Author Allan J. Kimmel
Number Of Pages 352 pages
Format Paperback
Publication Date 2010-07-29
Language English
Publisher Oxford University Press, Incorporated
Publication Year 2010

Additional Details
Copyright Date 2010
Illustrated Yes

Dimensions
Weight 27.3 Oz
Height 0.7 In.
Width 7.4 In.
Length 9.7 In.

Target Audience
Group Scholarly & Professional

Classification Method
LC Classification Number HF5415
Dewey Decimal 658.8
Dewey Edition 22

Price: Only $6.98

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