Name: Leveraging Computer-Mediated Marketing Environments (en Inglés)
SKU: 59833871
Price: 139.63 USD
Availability: InStock
Author: Bowen, Gordon ; Ozuem, Wilson
ISBN: 9781522586166

portada Leveraging Computer-Mediated Marketing Environments (en Inglés)

Leveraging Computer-Mediated Marketing Environments (en Inglés)

Formato

Libro Físico

Editorial

Business Science Reference

Autor

Bowen, Gordon ; Ozuem, Wilson

Idioma

Inglés

N° páginas

500

Encuadernación

Tapa Blanda

Dimensiones

27.9x21.6x2.6 cm

Peso

1.15 kg.

ISBN13

9781522586166

Categorías

Ventas y marketing
Industrias minoristas y de distribución mayorista
Tecnología de la información: cuestiones generales

Leveraging Computer-Mediated Marketing Environments (en Inglés)

Bowen, Gordon ; Ozuem, Wilson (Autor) · Business Science Reference · Tapa Blanda

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Reseña del libro "Leveraging Computer-Mediated Marketing Environments (en Inglés)"

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.