The Connected Customer : The Changing Nature of Consumer and Business Markets

Abstract

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