Extent: | 1 Online-Ressource (xx, 317 Seiten) Illustrationen, Diagramme |
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Series: | |
Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Sammelwerk ; Collection of articles of several authors |
Language: | English |
Notes: | Includes bibliographical references and index. - Enthält 12 Beiträge Includes bibliographical references and index Mode of access: World Wide Web Digital marketing strategy for affinity marketing: utilising the new marketing arena / Aster Mekonnen -- Analysing the role of social media in dialogue marketing and management as a contemporary franchising local area marketing technique / Geoffrey B. Webster, Margee Hume -- User-generated content and perceived customer value / Wilson Ozuem, Celia Almeida Pinho, Yllka Azemi -- Loyalty strategy and social-CRM: how consumers adhere to the tools / Nedra Bahri-Ammari, Slim Mraidi -- Social media: strategic decision making tool / Gordon Bowen, Deidre Bowen -- Online service failure and recovery strategy: the mediating role of social media / Yllka Azemi, Wilson Ozuem -- State fragility and stakeholder engagement: new media and stakeholders' voice amplification in the Nigerian petroleum industry / Uzoechi Nwagbara, Emeka Smart Oruh, Carlton Brown -- Basics of mobile marketing strategy / Wilson Ozuem, Bibi Nafiisah Mulloo -- The roles of social media marketing and brand management in global marketing / Kijpokin Kasemsap -- Using social media marketing for competitive advantage / Amir Manzoor -- Search engine marketing: an outlining of conceptualization and strategic application / Azizul Hassan, Sumesh S. Dadwal -- The intersection of social media and customer retention in the luxury beauty industry / Ellen Stokinger, Wilson Ozuem |
ISBN: | 978-1-4666-9777-5 ; 1-4666-9777-6 ; 978-1-4666-9776-8 ; 1-4666-9776-8 |
Other identifiers: | 10.4018/978-1-4666-9776-8 [DOI] |
Classification: | Marketing ; Neue elektronische Medien |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011454383