New Perspectives in Marketing by Word-of-Mouth
Product Details
- Format:
- Paperback
- ISBN:
- 9781785608193
- Published:
- 21 Oct 2015
- Publisher:
- Emerald Group Publishing Limited
- Dimensions:
- 200 pages - 165 x 240 x 11mm
- Series:
- Emerald Gems
Categories:
New Perspectives on Marketing by Word-of-Mouth is a collection of key articles on this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain include: - How brand love is built in the fashion industry - How larger organisations can respond most effectively to negative comments on social media. - The effectiveness of a Facebook fanpage for the MINI car brand. Modern communications technology means that the influence of the consumer in building or damaging a brand reputation is increasing. Find out some of the reasons why by reading this collection.