Connected Customer

<p>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. </p><p>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.</p>