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Competitive Social Media Marketing Strategies (Hardcover)

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About this item

Business and engineering specialists from the UK, Australia, Tunisia, Pakistan, and Thailand present 12 chapters on the use of social media in marketing. They discuss digital marketing for affinity marketing; the role of social media in dialogue marketing and management as a local area marketing technique in franchises; the effect of user-generated content on perceived customer value; customer relationship management and social media tools, focusing on Facebook; social media as a strategic decision making tool; the role of social media in online service failure and recovery strategy; new media and stakeholder voice amplification for stakeholder engagement in the Nigerian petroleum industry; mobile marketing; social media marketing and brand management in global marketing; using social media marketing for competitive advantage; search engine marketing; and social media and customer retention in the luxury beauty industry. Annotation ©2016 Ringgold, Inc., Portland, OR (protoview.com)
Number of Pages: 317
Genre: Business + Money Management
Sub-Genre: Marketing / General, Marketing / Direct, E-Commerce / Internet Marketing
Format: Hardcover
Publisher: Igi Global
Language: English
Street Date: February 2, 2016
TCIN: 50963293
UPC: 9781466697768
Item Number (DPCI): 248-13-1240
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