Recent trends in consumer behavior and the digital revolution have introduced deep changes in relationships between companies and consumers, leading to a fundamental recasting of conventional marketing in favor of the consumer. This study discusses consumer power in marketing theory and describes consumer power sources and changing power dynamics, with exemplary case studies.
L'identificazione del valore. I cambiamenti nell'ambiente socio-economico e nei comportamenti dei consumatori
Buratti, N.;
2018-01-01
Abstract
Recent trends in consumer behavior and the digital revolution have introduced deep changes in relationships between companies and consumers, leading to a fundamental recasting of conventional marketing in favor of the consumer. This study discusses consumer power in marketing theory and describes consumer power sources and changing power dynamics, with exemplary case studies.
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