Overview

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.

Full Product Details

Author:   Emerald Group Publishing Limited
Publisher:   Emerald Publishing Limited
Imprint:   Emerald Group Publishing Limited
Dimensions:   Width: 16.50cm , Height: 1.10cm , Length: 24.00cm
Weight:   0.408kg
ISBN:  

9781785608193

ISBN 10:   1785608193
Pages:   200
Publication Date:   21 October 2015
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Postgraduate, Research & Scholarly
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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