Social Media in the Marketing Context: A State of the Art Analysis and Future Directions
Autor Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Sladeen Limba Engleză Paperback – 29 sep 2016
- includes extensive literature search on social media in the context of the marketing discipline
- provides key areas for future research and recommendations for practitioners
- shows the importance for marketers of understanding individual behaviour on social media
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Specificații
ISBN-13: 9780081017548
ISBN-10: 0081017545
Pagini: 182
Dimensiuni: 152 x 229 x 20 mm
Greutate: 0.28 kg
Editura: ELSEVIER SCIENCE
ISBN-10: 0081017545
Pagini: 182
Dimensiuni: 152 x 229 x 20 mm
Greutate: 0.28 kg
Editura: ELSEVIER SCIENCE
Cuprins
Chapter 1. Introduction
Chapter 2. The New Marketing Environment
Chapter 3. Online Brand Communities
Chapter 4. Culture
Chapter 5. Self-Construals
Chapter 6. Synthesis and Discussion of Research
Chapter 7. Conclusion
Chapter 2. The New Marketing Environment
Chapter 3. Online Brand Communities
Chapter 4. Culture
Chapter 5. Self-Construals
Chapter 6. Synthesis and Discussion of Research
Chapter 7. Conclusion