Competitive social media marketing strategies / Gordon Bowen and Wilson Ozuem, editors.

Format
Book
Language
English
Published/​Created
  • Hershey, PA : Business Science Reference, an imprint of IGI Global, [2016]
  • �2016
Description
1 online resource (xx, 317 pages) : illustrations.

Details

Subject(s)
Editor
Series
  • Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. [More in this series]
  • Advances in marketing, customer relationship management, and e-services (AMCRMES) book series, 2327-5502 [More in this series]
Summary note
"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.
Notes
Bibliographic Level Mode of Issuance: Monograph
Bibliographic references
Includes bibliographical references and index.
System details
Mode of access: World Wide Web.
Source of description
Description based on print version record.
Language note
English
Contents
  • 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.
Other format(s)
Also available in print.
ISBN
9781466697775 (electronic)
OCLC
936351595
Doi
  • 10.4018/978-1-4666-9776-8
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