书目详细信息
： Managing social media and consumerism :
书目信息 机读格式(MARC)
| ISBN： | 9781137281913 (hardback) |
|---|---|
| ISBN： | 113728191X (hardback) |
| 编目源： | DLC DLC YDX YDXCP BTCTA UKMGB OCLCO CDX BDX CVU |
| 个人名称： | Rajagopal,1957- |
| 题名： | Managing social media and consumerism : the grapevine effect in competitive markets / Rajagopal, Professor, EGADE Business School, ITESM, Mexico City. |
| 索书号： | F713.365/R149E |
| 出版发行项： | Houndmills, Basingstoke, Hampshire : Palgrave Macmillan, 2013. |
| 载体形态： | xviii, 259 p. ; 23 cm. |
| 书目附注： | Includes bibliographical references (pages 232-256) and index. |
| 格式化内容附注： | Machine generated contents note: -- PART I: EVOLUTION OF SOCIAL MEDIA -- 1. Shifts in Marketing Communication -- 2. Market Communication and Grapevines -- 3. Strategic Planning with Social Media -- PART II: ANALYSIS OF SOCIAL MEDIA EFFECTS -- 4. Social Marketing -- 5. Digital communities -- 6. Social Media for Consumer Insight -- 7. Social Media Metrics -- 8. Technology and Media Effectiveness -- PART III: THE SYNTHESIS -- 9. The Human Factors -- 10. Communication and Conflicts -- 11. Globalization and Consumer Behavior. |