Managing Social Media and Consumerism

Managing Social Media and Consumerism

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The Grapevine Effect in Competitive Markets

von Rajagopal
Springer Palgrave Macmillan, 2013, 259 Seiten, Format: 13,9x21,5x1,5 cm, Artikeltyp: Englisches Buch, ISBN-10: 1349448400, EAN: 9781349448401, Bestell-Nr: 34944840UA


Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.


PART I: EVOLUTION OF SOCIAL MEDIA 1. Shifts in Marketing Communication 2. Market Communication and Grapevines 3. Strategic Planning with Social Media PART II: ANALYSIS OF SOCIAL MEDIA EFFECTS 4. Social Marketing 5. Digital communities 6. Social Media for Consumer Insight 7. Social Media Metrics 8. Technology and Media Effectiveness PART III: THE SYNTHESIS 9. The Human Factors 10. Communication and Conflicts 11. Globalization and Consumer Behavior


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