Managing Social Media and Consumerism [electronic resource] : The Grapevine Effect in Competitive Markets /
Rajagopal, .author.
Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.
Description based upon print version of record.
Includes bibliographical references and index.
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.
Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.
Marketing.
Management.
International business enterprises.
Economics.
Management science.
Corporate governance.
Market research.
Marketing.
Management.
International Business.
Economics, general.
Corporate Governance.
Market Research/Competitive Intelligence.