| Description |
xviii, 353 p. : ill. |
| Bibliography |
Includes bibliographical references and indexes. |
| Contents |
Opportunities and challenges in studying customer networks / Christophe Van den Bulte -- Understanding the relational ecosystem in a connected world / Conor M. Henderson and Robert W. Palmatier -- Connectivity, control, and constraint in business markets / Stefan Wuyts -- The connected patient / Nuno Camacho, Vardit Landsman, and Stefan Stremersch -- Is Mr. Spock a good candidate for being a connected customer? : the role of emotion in decision making / Baba Shiv -- God and mammon : the influence of religiosity on brand connections / Aric Rindfleisch, Nancy Wong, and James E. Burroughs -- Brand platforms as strategic investments : leveraging customer connections to manage profitability, growth, and risk / Rajendra K. Srivastava and Thorsten Wiesel -- The shadow of other people: socialization and social comparison in marketing / Ronald Burt -- Viral marketing : what is it, and what are the components of viral success? / Ralf van der Lans and Gerrit van Bruggen -- Social connectivity, opinion leadership, and diffusion / Jacob Goldenberg, Sangman Han, and Donald R. Lehmann -- The effect of negative word-of-mouth in social networks / Andre Bonfrer. |
| Reproduction |
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. |
| Subject |
Consumer behavior.
|
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Branding (Marketing)
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Marketing.
|
| Genre/Form |
Electronic books.
|
| Added Author |
Wuyts, Stefan.
|
|
ProQuest (Firm)
|
| ISBN |
9781848728370 (hardcover : alk. paper) |
|
1848728379 (hardcover : alk. paper) |
|
0203863569 (master e-book) |
|
9780203863565 (electronic bk.) |
|
