"Until recently, most marketers would not admit that the brand is a variable component controlled and shaped by the customers. This realization is a highly influential force that only recently has become an accepted principle to engage many professionals to look at marketing in a new perspective. As marketing undergoes a power shift from marketers to customers, increased attention is geared towards word-of-mouth (WOM), viral marketing and the impact of social connections. The basis of Connected Customer Marketing (CCM) is to support WOM and create messages and occasions that enable easy and natural communication between individuals. Discover how CCM is based on the principles of network organization and social exchange by focusing on the brand, customers, network, environment and messages.

Learn to:
• Create marketing programs by understanding the WOM value of customers
• Make key decisions about managing each customer or segment of customers
• Assess the network in aggregate and how clusters are receptive to messages"