ÍNDICE - Marketing 4.0 [Book]

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ÍNDICE

AGRADECIMIENTOS

PARTE I. PRINCIPALES TENDENCIAS EN EL MARKETING

1. Traspaso del poder a clientes conectados

De exclusivo a inclusivo

De vertical a horizontal

De individual a social

En resumen: Modelos horizontales, inclusivos y sociales

2. Las paradojas del marketing para consumidores conectados

Derrumbando los mitos de la conectividad

Caso Correos: Democratizar el acceso al comercio electrónico

Paradoja n.º 1: Interacción online frente a interacción offline

Paradoja n.º 2: Consumidores informados frente a consumidores distraídos

Paradoja n.º 3: Valoración negativa frente a valoración positiva

En resumen: Las paradojas del marketing

3. Las influyentes subculturas digitales

Jóvenes: Obtener ...

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