New Perspectives In Marketing By Word Of Mouth
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Author | : Emerald Group Publishing Limited |
Publisher | : Emerald Group Publishing |
Total Pages | : 201 |
Release | : 2015-10-21 |
Genre | : Business & Economics |
ISBN | : 1785608185 |
New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations effectively respond to negative social media.
Author | : Andy Sernovitz |
Publisher | : Greenleaf Book Group |
Total Pages | : 0 |
Release | : 2012 |
Genre | : Interactive marketing |
ISBN | : 9781608323661 |
"With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth.
Author | : Shu-Chuan Chu |
Publisher | : Routledge |
Total Pages | : 168 |
Release | : 2020-04-17 |
Genre | : Social Science |
ISBN | : 0429780362 |
Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment, consumers interact and share their thoughts on brands and their experiences using them. These electronic word-of-mouth (eWOM) communications have become a very important to the success of products. In today’s cluttered environment, it is especially important to study how the practice of eWOM advertising operates, and how marketers can influence eWOM in social media and other online sites. This volume starts with a chapter on the current state of knowledge on eWOM and then turns its attention to current research articles on a variety of eWOM formats. These include the posting of selfies on social media, the influence of review types on consumer perception and purchase intention, the effects of preannouncement messages, and how user-generated content can be used to induce effectiveness of eWOM on social media. The relationship of eWOM to brand building is emphasized in several of the chapters. This book was originally published as a special issue of the International Journal of Advertising.
Author | : Elvira Ismagilova |
Publisher | : Springer |
Total Pages | : 148 |
Release | : 2017-02-15 |
Genre | : Computers |
ISBN | : 3319524593 |
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 word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.
Author | : Ramkishen Y. |
Publisher | : Jaico Publishing House |
Total Pages | : 276 |
Release | : 2002-01-01 |
Genre | : Business & Economics |
ISBN | : 8179920852 |
This book explains the theory and practice of rural marketing. The theory deals with profiles of rural consumers, techniques of rural marketing research, product pricing and distribution in rural areas, sales force management and promotion. It also deals with the economics of agriculture, especially agricultural finance. Carefully selected case studies illustrate how this theory works in practice.
Author | : Tonino Pencarelli |
Publisher | : Springer |
Total Pages | : 221 |
Release | : 2018-04-13 |
Genre | : Business & Economics |
ISBN | : 3319775502 |
This book provides stimulating insights into the ways in which the adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the creation and delivery of value. The first part of the book, which has a theoretical focus, reviews the international literature and offers conceptual observations on the experiential perspective. Suggestions are made on how experience logic can act as a new driver for the management of marketing processes in firms within the context of the experience economy. In the second part of the book, attention turns to the applications of experience logic in different sectors, including tourism, commerce, culture, and trade shows. Company-specific examples of benefits of the experiential approach are also explored in case studies on gift box providers, marketing of traditional local products, and the cosmetics industry. The book will be of particular interest for marketing specialists, but will additionally be of value for managers in private companies and public bodies who wish to enhance their marketing methods.
Author | : Emerald Group Publishing Limited |
Publisher | : Emerald Group Publishing |
Total Pages | : 214 |
Release | : 2015-10-30 |
Genre | : Business & Economics |
ISBN | : 1785608800 |
New Perspectives in Hospitality Management is a unique collection of articles that represent the very highest level of scholarship in the sphere of hospitality research. The articles published in this collection identify some emergent themes that have subsequently established themselves as key trends among academics in the field.
Author | : Álvaro Rocha |
Publisher | : Springer Nature |
Total Pages | : 394 |
Release | : |
Genre | : |
ISBN | : 3031603281 |
Author | : Sruthi. S, Dr.Pragya Singh ,Er. Yogendra Kumar |
Publisher | : Nitya Publications |
Total Pages | : 286 |
Release | : 2022-01-01 |
Genre | : Business & Economics |
ISBN | : 9391669093 |
Author | : Tim Tolkmitt |
Publisher | : |
Total Pages | : 0 |
Release | : 2022 |
Genre | : |
ISBN | : |