Promiscuous Customers:Invisible Brands. Delivering Value in Digital Markets

  • ID: 2240272
  • Book
  • 280 Pages
  • John Wiley and Sons Ltd
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"A challenging and provocative look at how brands, customers and technology will come together to shape tomorrow′s digital landscape."

Nigel Howlett, Chairman and CEO, Ogilvyone, London

"An exciting read, that briskly addresses the many serious concerns facing management in tomorrow′s electronic marketplaces& It stands out for its matter–of–fact, plain language approach and its refusal to shy away from complex, controversial issues."

Roy J. Tutty, Chief Executive, Wyndham International, Europe

"In a business arena where diversity and risk abound, Michael Bayler and David Stoughton break through the clutter and confusion. Their analysis is insightful, and their recommendations are pathways to value that will help organizations reap the rewards of consumer trust and loyalty."

Thomas Walton, Editor, Design Management Journal
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Acknowledgements.

Is This Book For You?

Introduction.

1 The Cold Heart of the Promiscuous Customer.

2 The Paradox of the Invisible Brand.

3 What′s Wrong With the Internet?

4 Modes, Purposes and Tasks.

5 Meaning, Trust and Value.

6 Taking Stock.

7 The Marketspace––a New Paradigm for Value.

8 The Key Drivers and Enablers of Marketspaces.

9 Roles and Benefits in Marketspaces.

10 Rules and Relationships in Marketspaces.

11 The Return of Value to Digital Markets.

Index.
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Michael Bayler
David Stoughton
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