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> <p>Preface. Introduction. <strong>Part 1. Connectivity and the New Reality of Markets</strong> <em>C. Van den Bulte, </em>Opportunities and Challenges in Studying Customer Networks. <em>C.M. Henderson, R.W. Palmatier</em>, Understanding the Relational Ecosystem in a Connected World. <em>S. Wuyts</em>, Connectivity, Control, and Constraint in Business Markets. <strong>Part 2. Leveraging Vertical Connectivity with Channel Partners and Brands</strong> <em>N. Camacho, V. Landsman, S. Stremersch</em>, The Connected Patient. <em>B. Shiv</em>, Is Mr. Spock a Good Candidate for Being a Connected Customer? The Role of Emotion in Decision Making. <em>A. Rindfleisch, N. Wong, J.E. Burroughs</em>, God and Mammon: The Influence of Religiosity on Brand Connections. <em>R. Srivastava, T. Wiesel</em>, Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth and Risk. <strong>Part 3. Leveraging Horizontal Connectivity Among</strong> <strong>Customers</strong> <em>R. Burt</em>, The Shadow of Other People: Socialization and Social Comparison in Marketing. <em>R. van der Lans, G. Verbruggen</em>, Viral Marketing: What is It and What are the Components of Viral Success? <em>J. Goldenberg, S. Han, D.R. Lehmann</em>, Social Connectivity, Opinion Leadership and Diffusion. <em>A. Bonfrer</em>, The Effect of Negative Word of Mouth in Social Networks.</p>