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Connecting With Consumers
Book

Connecting With Consumers

Marketing For New Marketplace Realities

Allan J. Kimmel
Oxford UP, 2010

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Editorial Rating

6

Qualities

  • For Experts

Recommendation

While replowing much of the same landscape as other social media marketing guides, this academic treatise offers two appealing, redeeming features: numerous fresh examples of campaigns which illustrate specific tactics and, for the academically inclined, an extensive bibliography of market research papers and articles. Professor of marketing Allan J. Kimmel focuses on how new media change the practice of marketing, but his presentation suffers from repetition and overuse of labels and diagrams. Perhaps this is the byproduct of the deluge of marketing research and new theories that drive the advertising business. getAbstract recommends this well-researched book to research-driven marketers, academics and marketing researchers.

Take-Aways

  • Increased online social communication shifts power from corporations to consumers.
  • This power shift alters the traditional marketing balance; customers control marketing messages and corporate reputations.
  • Consumer tastes are fluid, so marketers need constant conversations with their clients to respond to changing demands.

About the Author

Allan J. Kimmel is professor of marketing at ESCP Europe Business School.

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