Internet mercenaries and viral marketing
Subtitle: the case of Chinese social media
By: by Mei Wu, University of Macau, Macau, Peter Jakubowicz, The Chinese University of Hong Kong, Hong Kong, Chengyu Cao, Tsinghua University, China
Contributors: Jakubowicz, Peter, 1946-; Cao, Chengyu, 1987-
Series: Advances in marketing, customer relationship management, and E-Services (AMCRMES) book series
Publisher: Business Science Reference, an imprint of IGI Global
Published: 2014
Place of publication: Hershey, PA
Language: eng
Number of pages: 314
ISBN-13: 9781466645783; 9781466645790; 9781466645806
Subjects: Marketing; Viral marketing; Social media; Internet; Public relations
Description: "This book presents case studies, textual analysis, media reviews, and in-depth interviews in order to investigate the Chinese "pushing hand" operation from the conceptual perspective of communications and viral marketing"--
Notes: Includes bibliographical references (pages 301-310) and index.