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There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platfor...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Tagg, Stephen (Editor ), Stevenson, Alan (Editor ), Vescovi, Tiziano (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Abingdon, Oxon ; New York : Routledge, 2012.
Colección:Key issues in marketing management.
Temas:
Internet marketing.
Social media.
Social Media
Marketing sur Internet.
Médias sociaux.
social media.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Internet marketing
Social media
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 1. Introduction / Stephen Tagg, Alan Stevenson and Tiziano Vescovi
  • 2. Applying organisational capability models to assess the maturity of digital-marketing governance / Dave Chaffey
  • 3. Social contagion effects in experiential information exchange on bulletin board systems / Lei Huang
  • 4. 'New-wave' global firms : Web 2.0 and SME internationalisation / Jim Bell and Sharon Loane
  • 5. Why do people read reviews posted on consumer-opinion portals? / Jamie Burton and Marwan Khammash
  • 6. Counter-brand and alter-brand communities : the impact of Web 2.0 on tribal marketing approaches / Bernard Cova and Tim White
  • 7. Tribal mattering spaces : Social-networking sites, celebrity affiliations, and tribal innovations / Kathy Hamilton and Paul Hewer
  • 8. 'It's mine!' : Participation and ownership within virtual co-creation environments / Tracy Harwood and Tony Garry
  • 9. Interaction of regional news-media production and consumption through the social space / Finola Kerrigan and Gary Graham
  • 10. Consumer-managed profiling : a contemporary interpretation of privacy in buyer-seller interactions / Alexander E. Reppel and Isabelle Szmigin
  • 11. Effectiveness of online advertising channels : a price-level-dependent analysis / Andrea Spilker-Attig and Malte Brettel
  • 12. Practitioner prognostications on the future of online marketing / Michael J. Valos, Michael T. Ewing and Irene H. Powell.

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