Description
Traditional marketing faces challenges as never before. The way that people interact with each other and with companies is changing completely in today s era of 24/7 connectivity. This book explores tectonic changes in buyer behavior and how businesses are responding to those changes. It describes how data is used to track and analyze customers in almost everything they do, and how marketing communications are delivered with precision to individual mobile devices. The connected customer is blurring the line between online and offline sales resulting in an entirely new purchase cycle.
Author: Dinesh Kumar
Publisher: Business Expert Press
Published: 10/06/2015
Pages: 172
Binding Type: Paperback
Weight: 0.53lbs
Size: 9.00h x 6.00w x 0.37d
ISBN13: 9781631571107
ISBN10: 1631571109
BISAC Categories:
- Business & Economics | Advertising & Promotion
Author: Dinesh Kumar
Publisher: Business Expert Press
Published: 10/06/2015
Pages: 172
Binding Type: Paperback
Weight: 0.53lbs
Size: 9.00h x 6.00w x 0.37d
ISBN13: 9781631571107
ISBN10: 1631571109
BISAC Categories:
- Business & Economics | Advertising & Promotion
About the Author
Dinesh Kumar, PhD, is a professor of marketing at Chandigarh. His experience in academia spans over 16 years wherein he has taught at Birla Institute of Management Technology and University Business School, Panjab University, Chandigarh. He has written extensively for Indian journals and presented several papers at international conferences. He is the author of Marketing Channels and Consumer Behavior.