Competitive social media marketing strategies [electronic resource] / Wilson Ozuem and Gordon Bowen, editors.
- 其他作者：
- 主題： Internet marketing--Social aspects. , Online social networks , Social media , Marketing--Social aspects.
- ISBN： 9781466697775
- URL：
電子書
- 一般註：Restricted to subscribers or individual electronic text purchasers. 10.4018/978-1-4666-9776-8 Description based on title screen (IGI Global, viewed 02/20/2016).
- 書目註：Includes bibliographical references and index.
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讀者標籤：
- 系統號： 005235143 | 機讀編目格式
館藏資訊
摘要註
"This book presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers' use of these online communities, highlighting pivotal issues such as brand management, customer loyalty, and online services"--Provided by publisher.
內容註
Digital marketing strategy for affinity marketing: utilising the new marketing arena / Aster Mekonnen Analysing the role of social media in dialogue marketing and management as a contemporary franchising local area marketing technique / Geoffrey B. Webster, Margee Hume User-generated content and perceived customer value / Wilson Ozuem, Celia Almeida Pinho, Yllka Azemi Loyalty strategy and social-CRM: how consumers adhere to the tools / Nedra Bahri-Ammari, Slim Mraidi Social media: strategic decision making tool / Gordon Bowen, Deidre Bowen Online service failure and recovery strategy: the mediating role of social media / Yllka Azemi, Wilson Ozuem State fragility and stakeholder engagement: new media and stakeholders' voice amplification in the Nigerian petroleum industry / Uzoechi Nwagbara, Emeka Smart Oruh, Carlton Brown Basics of mobile marketing strategy / Wilson Ozuem, Bibi Nafiisah Mulloo The roles of social media marketing and brand management in global marketing / Kijpokin Kasemsap Using social media marketing for competitive advantage / Amir Manzoor Search engine marketing: an outlining of conceptualization and strategic application / Azizul Hassan, Sumesh S. Dadwal The intersection of social media and customer retention in the luxury beauty industry / Ellen Stokinger, Wilson Ozuem.