Connecting With Consumers: Marketing For New Marketplace Realities

Abstract

PART I: CONSUMER-TO-CONSUMER INFLUENCE: THE RISING POWER OF CONSUMERS 1. Marketing in Evolution 2. The 21st Century Consumer Landscape: New Realities 3. Targeting Consumers in the Era of Web 2.0 4. Word-of-Mouth Influence PART II: CONNECTED MARKETING: MEASUREMENT, APPROACHES, AND TECHNIQUES 5. Word of Mouth and Social Media Research and Measurement 6. Listening to and Engaging Consumers 7. Connected Marketing I: Word-of-Mouth Marketing Techniques 8. Connected Marketing II: Viral and Live Buzz Marketing Techniques 9. Synthesis and a Look to the Future