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

Format:

Book

Contributor:

Bowen, Gordon, 1950- editor.

Ozuem, Wilson, 1974- editor.

Series:

Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.

Advances in marketing, customer relationship management, and e-services (AMCRMES) book series, 2327-5502

Language:

English

Subjects (All):

Internet marketing--Social aspects.

Internet marketing.

Online social networks.

Social media.

Marketing--Social aspects.

Marketing.

Physical Description:

1 online resource (xx, 317 pages) : illustrations.

Place of Publication:

Hershey, PA : Business Science Reference, an imprint of IGI Global, [2016]

Language Note:

English

System Details:

Mode of access: World Wide Web.

Summary:

"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.

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.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781466697775

OCLC:

936351595