Connecting With Consumers - Marketing for New Marketplace Realities

Zusatztext getAbstract recommends this well-researched book to research driven marketers, academics and marketing researchers. Informationen zum Autor 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). Klappentext These are exciting times for business marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. This book calls on 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. Zusammenfassung These are exciting times for business marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. This book calls on 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.

Product details

• Authors: Allan J. Kimmel, Allan J. (Professor of Marketing Kimmel, Kimmel Allan J.
• Publisher: Oxford University Press
• Languages: English
• Product format: Hardback
• Released: 01.07.2010
• EAN: 9780199556502
• ISBN: 978-0-19-955650-2
• No. of pages: 304
• Subjects: Natural sciences, medicine, IT, technology > IT, data processing; Social sciences, law, business > Business > Advertising, marketing; PSYCHOLOGY / Social Psychology, COMPUTERS / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / Management, HOUSE & HOME / General, Digital lifestyle, Social, group or collective psychology, Sales & marketing management, Digital Lifestyle and online world: consumer and user guides, Sales and marketing management