The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....

Part I: An Introduction to Social Media Monetization -- 1. Introduction -- Part II: A Strategic Framework for Social Media Monetization -- 2. How Companies Can Exploit the Commercial Value of Social Media Through Advertising -- 3. How Companies Can Use Social Media for Social Selling -- 4. How...