Once, a shopper would systematically winnow his brand choices to arrive at a final selection
and complete his engagement by making a purchase. Now, relying heavily on digital …

Since the dawn of the Internet, marketers have regarded it as a vast laboratory, launching
experiment after experiment to crack the code that generates sales and customer loyalty. Not …

Competing on Customer Journeys Page 1 Competing on Customer Journeys by David C.
Edelman and Marc Singer Page 2 Agenda Introduction Explosion of digital technology …

A game-theoretic approach to the investigation of arbitrage opportunities based on combinations
of exotic wagers for the same event is described. This situation is also known as a ‘lock’ …

Consumers today are spending more time online than with any other marketing channel.
This fundamental shift in the mediascape is driving both how consumers engage with brands …

Has the mass market really fragmented, or has technology just given us the tools to break it
apart? Either way, American business has hung its hat on the database and moved towards …

Customer satisfaction measurement systems often reach a dead end. When customers report
that they are satisfied with the company's performance, managers frequently do not know …

This chapter covers impact of social media which is the one that is perhaps most relevant to
pure players. They are more vulnerable to the highs and lows of online buzz than traditional …

… Edelman, David C. … 責任表示 Cheryl Burgess and Mark Burgess ; [foreword by David C.
Edelman] …

Los consumidores hoy se conectan con las marcas de formas fundamentalmente nuevas,
generalmente a través de canales de medios que están fuera del control de los fabricantes y …