The connected customer: The changing nature of consumer and business markets

Stefan Wuyts, Marnik G. Dekimpe, Els Gijsbrechts, Rik Pieters

Research output: Book/ReportBook

11 Scopus citations


In today’s connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information. Consumers are increasingly interconnected through various sorts of social networks, a trend that is facilitated by recent advances in electronic media and telecommunication (i.e., MySpace, Facebook, Twitter and Cyworld). Consumers are also increasingly connected with brands and seek to play a more participative role in their relationship with companies, stimulating companies to reconsider how to connect with consumers. This book consists of a collection of chapters by thought-leaders in the field of marketing and beyond that deals with the rich facets of connectivity. This edited volume is a great source of research ideas and fresh theory building for academics and students in marketing and related fields who wish to understand this exciting field. It will be a source of inspiration for practitioners who are eager to take up the challenge and adapt their marketing strategies to the changing nature of consumer and business markets.

Original languageEnglish (US)
PublisherTaylor and Francis
Number of pages353
ISBN (Electronic)9781135176914
ISBN (Print)9781848728370
StatePublished - Jan 1 2011

All Science Journal Classification (ASJC) codes

  • General Psychology
  • Economics, Econometrics and Finance(all)
  • General Business, Management and Accounting


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