Understanding the New Social Consumer

David F. Giannetto

Chapter Chapter 4 in Big Social Mobile, 2014, pp 71-87 from Palgrave Macmillan

Abstract: Abstract Organizations that grasp the changing nature of consumers possess both the motivation and the insight to become Big Social Mobile. They know they can no longer interact with consumers the way they did in the past, recognizing that individuals have become much more diverse and much more powerful. Just as important, they realize how the consumer has changed and acknowledge the need for a more holistic, integrated approach that communicates with them more effectively.

Keywords: Chief Executive Officer; Integrate Enterprise; Social Platform; Social Consumer; Mobile Consumer (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-41040-5_5

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DOI: 10.1057/9781137410405_5

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