Marketing to Customer Networks: the New Way to Build Your Brand
Digital technologies connect consumers, and as such, customers function not only as individuals but within customer networks. Negative and positive brand experiences can easily be broadcast across customer networks to powerful effect. This significant shift in the producer-consumer dynamic requires...
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2009
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sg-smu-ink.ksmu-13112018-07-09T03:57:39Z Marketing to Customer Networks: the New Way to Build Your Brand Knowledge@SMU Digital technologies connect consumers, and as such, customers function not only as individuals but within customer networks. Negative and positive brand experiences can easily be broadcast across customer networks to powerful effect. This significant shift in the producer-consumer dynamic requires businesses to think and act differently. However, according to David Rogers, a speaker at the BRITE Asia ’09 conference, hosted by SMU, many businesses continue to view customer networks as threats rather than opportunities. 2009-05-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/ksmu/312 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1311&context=ksmu http://creativecommons.org/licenses/by-nc-nd/4.0/ Knowledge@SMU eng Institutional Knowledge at Singapore Management University Business Marketing |
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Singapore |
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InK@SMU |
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English |
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Business Marketing |
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Business Marketing Knowledge@SMU Marketing to Customer Networks: the New Way to Build Your Brand |
| description |
Digital technologies connect consumers, and as such, customers function not only as individuals but within customer networks. Negative and positive brand experiences can easily be broadcast across customer networks to powerful effect. This significant shift in the producer-consumer dynamic requires businesses to think and act differently. However, according to David Rogers, a speaker at the BRITE Asia ’09 conference, hosted by SMU, many businesses continue to view customer networks as threats rather than opportunities. |
| format |
text |
| author |
Knowledge@SMU |
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Knowledge@SMU |
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Knowledge@SMU |
| title |
Marketing to Customer Networks: the New Way to Build Your Brand |
| title_short |
Marketing to Customer Networks: the New Way to Build Your Brand |
| title_full |
Marketing to Customer Networks: the New Way to Build Your Brand |
| title_fullStr |
Marketing to Customer Networks: the New Way to Build Your Brand |
| title_full_unstemmed |
Marketing to Customer Networks: the New Way to Build Your Brand |
| title_sort |
marketing to customer networks: the new way to build your brand |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2009 |
| url |
https://ink.library.smu.edu.sg/ksmu/312 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1311&context=ksmu |
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