Humphrey Jr. William F., Laverie Debra a., Rinaldo Shannon B. Fostering Brand Community Through Social Media 9781606499405

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Автор: Humphrey Jr. William F., Laverie Debra a., Rinaldo Shannon B.
Название: Fostering Brand Community Through Social Media
ISBN: 9781606499405
Издательство: Mare Nostrum (Eurospan)
Классификация:

Торговля и маркетинг

ISBN-10: 1606499408
Обложка/Формат: Paperback
Страницы: 90
Вес: 0.15 кг.
Дата издания: 15.02.2016
Язык: English
Размер: 229 x 152 x 5
Рейтинг:
Поставляется из: Англии
Описание: This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Further, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities.Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.
Дополнительное описание: E-commerce: business aspects

Fostering Brand Community Through Social Media, Humphrey Jr. William F., Laverie Debra a., Rinaldo Shannon B.