New perspectives in marketing by word-of-mouth

著者

書誌事項

New perspectives in marketing by word-of-mouth

（Emerald gems）

Emerald, 2015

注記

Includes bibliographical references

内容説明・目次

内容説明

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.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB2022638X
• ISBN:
  • 9781785608193
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Bingley
• ページ数/冊数: vii, 192 p.
• 大きさ: 24 cm
• 件名:
  • LCSH : Communication in marketing
  • LCSH : Consumer behavior
  • LCSH : Interactive marketing
  • LCSH : Relationship marketing
  • LCSH : Word-of-mouth advertising
• 親書誌ID:
  • BB2022611X