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Electronic Word of Mouth (eWOM) in the Marketing Context
This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional …
Social Media in the Marketing Context
Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many …
Social Media: The Good, the Bad, and the Ugly
This book constitutes the refereed conference proceedings of the 15th IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2016, held in Swansea, UK, in September …
Emerging Markets from a Multidisciplinary Perspective
This book examines prominent issues in the Emerging Markets (EM) from a variety of disciplines in order to make useful societal contributions through knowledge exchange. EMs offer …
Digital and Social Media Marketing
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and …