Electronic Word of Mouth (eWOM) in the Marketing Context, Elvira Ismagilova; Yogesh K. Dwivedi; Emma Slade;

Автор: Chris Hackley
Название: Marketing in Context
ISBN: 1349452033 ISBN-13(EAN): 9781349452033
Издательство: Springer
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Цена: 7685.00 р.
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Описание: The best marketing doesn`t just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn`t aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.

Автор: Tokuro Matsuo; Ricardo Colomo-Palacios
Название: Electronic Business and Marketing
ISBN: 3642428274 ISBN-13(EAN): 9783642428272
Издательство: Springer
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Цена: 15672.00 р.
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Описание: Electronic business today is not only business transactions supported in information and communication technologies;

Автор: Tokuro Matsuo; Ricardo Colomo-Palacios
Название: Electronic Business and Marketing
ISBN: 3642379311 ISBN-13(EAN): 9783642379314
Издательство: Springer
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Цена: 18284.00 р.
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Описание: Electronic business today is not only business transactions supported in information and communication technologies;

Автор: Weitzl
Название: Measuring Electronic Word-of-Mouth Effectiveness
ISBN: 3658158883 ISBN-13(EAN): 9783658158880
Издательство: Springer
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Цена: 11179.00 р.
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Описание: Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the research offers valuable insights into the nature and role of consumer-initiated vs. marketer-initiated online communication in an intercultural context by conducting a series of qualitative and quantitative surveys using samples from three countries.

Автор: Dwivedi, Yogesh K.
Название: Social Media in the Marketing Context
ISBN: 0081017545 ISBN-13(EAN): 9780081017548
Издательство: Elsevier Science
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Цена: 9262.00 р.
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Описание:

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice.

Автор: Hackley Chris
Название: Marketing in Context
ISBN: 1137297107 ISBN-13(EAN): 9781137297105
Издательство: Springer
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Цена: 5589.00 р.
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Описание: The best marketing doesn`t just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn`t aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.