عنوان

Managing social media and consumerism :

شابک

113728191X (hardback)

شابک

9781137281913 (hardback)

شماره

dltt

عنوان اصلي

Managing social media and consumerism :

نام عام مواد

[Book]

ساير اطلاعات عنواني

the grapevine effect in competitive markets /

نام نخستين پديدآور

Rajagopal, Professor, EGADE Business School, ITESM, Mexico City

نام خاص و کميت اثر

xviii, 259 pages ;

ابعاد

23 cm

متن يادداشت

Includes bibliographical references (pages 232-256) and index

متن يادداشت

Machine generated contents note: -- 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

بدون عنوان

8

متن يادداشت

"The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume 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. There are many types of grapevines that are developed in various niches which stem from emotion, sensitivity, personality, assumptions, experiences, and social conventions. Through an examination of this functional phenomenon of the grapevines and their effect, and by citing examples of various companies, Managing Social Media and Consumerism discusses the best ways to define a social media plan"--

موضوع مستند نشده

Consumer behavior

موضوع مستند نشده

Internet marketing

موضوع مستند نشده

Marketing-- Social aspects

موضوع مستند نشده

Online social networks

موضوع مستند نشده

Social media

شماره

ويراست

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Rajagopal,1957-

تاريخ عمليات

20141129035856.0

قواعد فهرست نويسي ( بخش توصيفي )

rda

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y