New insights from practice: Exploring online channel management strategies and the use of social media as a market research tool

The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike.

New insights from practice: Exploring online channel management strategies and the use of social media as a market research tool

Philipp ‘Phil’ Klaus

Prof. Dr. Phil Klaus & Associates Consulting

Introduction

In only a few years, the internet established itself as a tool that not only changes the way we communicate, but also the way we do business. A true global communication medium, the internet has evolved as the primary source of information for billions of people. In the past five years, the number of internet users has doubled worldwide and, for more than 2 billion people, it is an integral...

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