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New perspectives in marketing by word-of-mouth.
- Format:
- Book
- Author/Creator:
- Limited, Emerald Group Publishing, author.
- Series:
- Emerald gems.
- Emerald Gems
- Language:
- English
- Subjects (All):
- Word-of-mouth advertising.
- Physical Description:
- 1 online resource (201 pages).
- Edition:
- First edition.
- Place of Publication:
- United Kingdom : Emerald, [2015]
- Summary:
- New Perspectives on Marketing by Word-of-Mouth is a collection of key articles on this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain include: - How brand love is built in the fashion industry - How larger organisations can respond most effectively to negative comments on social media. - The effectiveness of a Facebook fanpage for the MINI car brand. Modern communications technology means that the influence of the consumer in building or damaging a brand reputation is increasing. Find out some of the reasons why by reading this collection.
- Notes:
- Description based on print version record.
- ISBN:
- 9781785608186
- 1785608185
- OCLC:
- 1051299201
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