Description
The customer was conceptualized as an individual who was surrounded by products and messages and could make a choice between these products and messages, but now the customer can shape the products and messages that are directed to him with engagement by producing content. The customer not only participates in co-production in visible business processes but also through consumption produces identity, image, meaning, value and experience in the marketplace. This book hereby emerged out of the requirement of collecting theories about researching customer and its behaviors which changes with the interaction social media has created, which has a place to stay in relationship within the distances and timelessness created by speed incident to digitalization.
About the Author
Hasret Aktas is Associate Professor at Selcuk University, Faculty of Communication, Public Relations and Publicity Department.
Goeksel Simsek is Associate Professor at Selcuk University, Faculty of Communication, Public Advertising Department.
Book Information
ISBN 9783631804933
Author Hasret Aktas
Format Paperback
Page Count 220
Imprint Peter Lang AG
Publisher Peter Lang AG
Weight(grams) 292g
