Consumer Voice, 1st ed. 2020 The Democratization of Consumption Markets in the Digital Age
Auteur : Kucuk S. Umit
Chapter 1: Voice.- Chapter 2: Consumer Voice.- Chapter 3: Voicesumers.- Chapter 4: How to Voice.- Chapter 5: Voiceconomics.
S. Umit Kucuk is faculty member at the University of Washington, Tacoma, USA. He is widely published in Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of Consumer Marketing, Journal of Retailing and ConsumerServices, Journal of Research for Consumers, Marketing Theory, Psychology & Marketing and Technovation, among others. He is the author of Brand Hate: Navigating Consumer Negativity in the Digital World, 2nd Edition and Visualizing Marketing: From Abstract to Intuitive.
Defines a new consumer type based on consumer voice and communication theory’s findings
Offers a macro level perspective for better functioning society and markets
Situates the consumer voice within the eWOM literature, particularly since the advent of digital technology and social networking sites
Date de parution : 09-2020
Ouvrage de 126 p.
14.8x21 cm
Disponible chez l'éditeur (délai d'approvisionnement : 15 jours).
Prix indicatif 58,01 €
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