Connecting With Consumers "Marketing For New Marketplace Realities"

Marketing For New Marketplace Realities

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Kimmel, Allan J.

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ISBN:9780199556519
Editorial: Oxford University Press
Fecha de la edición:2010
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Dimensiones: 0 cm x 0 cm
Nº Pág.:352
Idiomas:Ingles,Inglés

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/ Marketing

These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. In an age in which marketers can reach their audiences with greater facility than ever before, firms have never been less in control of their customer targets. This increasing connectedness of consumers provides a range of unique and promising opportunities for product and brand managers. Connecting With Consumers describes the various strategies and techniques that can be utilized to harness consumer influence. The book traces evolving developments in the consumer marketplace, considers their impact on the potential reshaping of the marketing profession, and describes the emerging set of tools that can enable marketers to respond to new marketplace realities. It provides, clear, up-to-date coverage of a number of topics currently on the minds of many: Web 2.0, word of mouth, buzz, the social web, social media metrics, customer engagement, viral and guerrilla marketing. The book critically assesses emerging marketing strategies and tools within the context of research and theory, and provides numerous applied examples to illustrate marketing successes and common pitfalls to avoid. It argues throughout for a more collaborative relationship between companies and consumers towards their mutual benefit. Although the balance of power has shifted to the consumer for each of the various aspects of the marketing process, collaboration is what the future of marketing likely will be all about. Marketers can avoid irrelevance in the face of change, but this will require a clear commitment to connecting with consumers rather than searching for ways to regain control over them. The book challenges 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. This is the book for those who choose the first alternative.

Preface
List of figures
List of Exhibits
List of Tables
List of Boxes
Abbreviations
PART I CONSUMER-TO-CONSUMER INFLUENCE: THE RISING POWER OF CONSUMERS
1 Marketing in Evolution 3
Two Marketing Philosophies: The Selling Concept Versus the Marketing Concept 5
How Marketing Works 19
Conclusion 24
2 The Twenty-First Century Consumer Landscape: New Realities 25
Media and Audience Fragmentation 25
Consumers Tuning Out Formal Marketing Efforts 42
Consumer Connectedness 49
Conclusion 58
3 Targeting Consumers in the Era of Web 2.0 59
Welcome to Web 2.0 60
How Information Spreads 63
Market Segmentation and Targeting 68
Emerging Consumer Target Groups 75
Movers and Shakers: Opinion Leaders, Brand Advocates, and Innovators 81
Conclusion 92
4 Word-of-Mouth Influence 94
The Nature of WOM 95
WOM Antecedents 104
The Impact of WOM 110
Separating Fact from Fallacy About WOM 115
Conclusion 126