ESCP Europe

This book describes the various strategies and techniques that can be utilized to harness consumer influence. It traces evolving developments in the consumer marketplace, considers their impact on the potential reshaping of the marketing profession, and describes the emerging set of fools that can enable marketers to respond to new marketplace realities. At last, it provides coverage of a number of topics: Web 2.0, word of mouth, buzz, the social web, social media metrics, customer engagement, and viral and guerrilla marketing.