This book covers fundamentals as well as the core schema of digital technologies and consumer behavior. While reading the book, the reader can connect from the

This book proposes a new type of consumer called a voicing consumer, or a voicesumer. This type of consumer is shaping our markets and marketing interactions wi

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a tot