Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1022440 | Technovation | 2007 | 10 Pages |
Abstract
The industrial revolution was to manufacturers what the digital revolution is to consumers. What we are seeing today is a renegotiation of the relationships between companies and consumers, and a fundamental recasting of conventional marketing in favor of the consumer. This study, therefore, discusses consumer power in marketing theory and analyzes consumer power sources and changing power dynamics with case studies. Finally, it contributes to theory by investigating power dynamics in each stage of the consumer decision-making process.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
S. Umit Kucuk, Sandeep Krishnamurthy,