Customer and Brand Decision Making and Influence
Management Overview
With the advent of the Internet, and significant increase in available information for collection and sharing via word-of-mouth (both offline and online), and the growth of mobile device usage, the locus of brand decision making and influence has forever shifted from vendor to consumer. This has profound effect on all things including customer centricity, marketing, customer experience, and value-related factors.
Impact of Experience-Based, Informal Word-Of-Mouth and Brand Bonding
Customers are now driving marketing, and companies have had to modify both their communication strategies and techniques to maintain relationship levels. At the center of this ...
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