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Title New developments in online marketing / edited by Stephen Tagg, Alan Stevenson and Tiziano Vescovi
Published Abingdon, Oxon ; New York : Routledge, 2012
©2012
Online access available from:
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Description 1 online resource : illustrations
Series Key issues in marketing management
Key issues in marketing management
Contents 1. Introduction / Stephen Tagg, Alan Stevenson and Tiziano Vescovi -- 2. Applying organisational capability models to assess the maturity of digital-marketing governance / Dave Chaffey -- 3. Social contagion effects in experiential information exchange on bulletin board systems / Lei Huang -- 4. 'New-wave' global firms : Web 2.0 and SME internationalisation / Jim Bell and Sharon Loane -- 5. Why do people read reviews posted on consumer-opinion portals? / Jamie Burton and Marwan Khammash -- 6. Counter-brand and alter-brand communities : the impact of Web 2.0 on tribal marketing approaches / Bernard Cova and Tim White -- 7. Tribal mattering spaces : Social-networking sites, celebrity affiliations, and tribal innovations / Kathy Hamilton and Paul Hewer -- 8. 'It's mine!' : Participation and ownership within virtual co-creation environments / Tracy Harwood and Tony Garry -- 9. Interaction of regional news-media production and consumption through the social space / Finola Kerrigan and Gary Graham -- 10. Consumer-managed profiling : a contemporary interpretation of privacy in buyer-seller interactions / Alexander E. Reppel and Isabelle Szmigin -- 11. Effectiveness of online advertising channels : a price-level-dependent analysis / Andrea Spilker-Attig and Malte Brettel -- 12. Practitioner prognostications on the future of online marketing / Michael J. Valos, Michael T. Ewing and Irene H. Powell
Summary There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information 'pull' rather than 'push', user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications are beginning to have a major impact on customer behaviour acr
Bibliography Includes bibliographical references at the end of each chapters and index
Notes Online resource; title from PDF cover (ebrary, viewed May 26, 2014)
Subject Internet marketing
Social media
BUSINESS & ECONOMICS -- Industrial Management.
BUSINESS & ECONOMICS -- Management Science.
BUSINESS & ECONOMICS -- Management.
BUSINESS & ECONOMICS -- Organizational Behavior.
Internet marketing.
Social media.
Form Electronic book
Author Stevenson, Alan, editor
Tagg, Stephen, editor
Vescovi, Tiziano, editor
ISBN 0203722388
1135743525
9780203722381
9781135743529