Kimmel A.J. Connecting with consumers: marketing for new marketplace realities. - Oxford; New York: Oxford University Press, 2010. - xvi, 333 p.: ill. – Ref.: p.305-324. – Ind.:p 325-333. - ISBN 978-0-19-955651-9  Место хранения:   022 | Институт экономики и организации промышленного производства | Новосибирск

Оглавление / Contents

PREFACE ....................................................... vii LIST OF FIGURES ................................................. x LIST OF EXHIBITS ............................................... xi LIST OF TABLES ................................................ xii LIST OF BOXES ................................................ xiii ABBREVIATIONS .................................................. xv 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 PART II CONNECTED MARKETING: MEASUREMENT, APPROACHES, AND TECHNIQUES 5 Word of Mouth and Social Media Research and Measurement .... 129 WOM Research Terminology ................................... 130 WOM Research: Traditional Scientific Approaches ............ 132 Social Marketing Metrics ................................... 146 Identifying Influences ..................................... 159 Conclusion ................................................. 169 6 Listening to and Engaging Consumers ........................ 170 The Tenets of Good Conversation ............................ 171 Trust and the Building of Marketer-Customer Relationships .............................................. 184 Participating in the Blogosphere ........................... 186 Engaging with Online Networks and Communities .............. 193 How Companies Listen and Engage: Some Case Examples ........ 199 Conclusion ................................................. 210 7 Connected Marketing I: Word-of-Mouth Marketing Techniques ................................................. 211 Alternative Marketing Approaches: Defined, Classified, and Deconstructed .......................................... 213 WOMM Techniques ............................................ 218 Conclusion ................................................. 247 8 Connected Marketing II: Viral and Live Buzz Marketing Techniques ................................................. 249 Viral Marketing ............................................ 251 The Nature of Viral Marketing .............................. 252 Hotmail: An Early Viral Marketing Success Story ............ 257 Practical Suggestions for Viral Marketing Campaigns ........ 259 Live Buzz Marketing ........................................ 273 Conclusion ................................................. 289 9 Synthesis and a Look to the Future ......................... 290 Five Key Lessons for Connected Marketing ................... 290 Connecting with Consumers: What Does the Future Hold? ...... 300 REFERENCES INDEX .............................................. 305