Marketing to Customer Networks: the New Way to Build Your Brand

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

5-2009

Abstract

Digital technologies connect consumers, and as such, customers function not only as individuals but within customer networks. Negative and positive brand experiences can easily be broadcast across customer networks to powerful effect. This significant shift in the producer-consumer dynamic requires businesses to think and act differently. However, according to David Rogers, a speaker at the BRITE Asia ’09 conference, hosted by SMU, many businesses continue to view customer networks as threats rather than opportunities.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Article ID

1211

Subject(s)

Marketing

Citation

Knowledge@SMU. Marketing to Customer Networks: the New Way to Build Your Brand. (2009).
Available at: https://ink.library.smu.edu.sg/ksmu/312