Coverart for item
The Resource Managing social media and consumerism : the grapevine effect in competitive markets, Rajagopal, Professor, EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico

Managing social media and consumerism : the grapevine effect in competitive markets, Rajagopal, Professor, EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico

Label
Managing social media and consumerism : the grapevine effect in competitive markets
Title
Managing social media and consumerism
Title remainder
the grapevine effect in competitive markets
Statement of responsibility
Rajagopal, Professor, EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico
Creator
Subject
Language
eng
Summary
"The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements. There are many types of grapevines that are developed in various niches which stem from emotion, sensitivity, personality, assumptions, experiences, and social conventions. Through an examination of this functional phenomenon of the grapevines and their effect, and by citing examples of various companies, Managing Social Media and Consumerism discusses the best ways to define a social media plan"--
Assigning source
Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorDate
1957-
http://library.link/vocab/creatorName
Rajagopal
Index
index present
LC call number
HF5415.1265
LC item number
.R35 2013
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Internet marketing
  • Marketing
  • Social media
  • Consumer behavior
  • Online social networks
  • BUSINESS & ECONOMICS / Consumer Behavior
  • BUSINESS & ECONOMICS / International / General
  • BUSINESS & ECONOMICS / Management
  • BUSINESS & ECONOMICS / Marketing / Research
  • Consumer behavior
  • Internet marketing
  • Marketing
  • Online social networks
  • Social media
Label
Managing social media and consumerism : the grapevine effect in competitive markets, Rajagopal, Professor, EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. 232-256) and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
Part I: Evolution Of Social Media -- 1. Shifts in Marketing Communication -- 2. Market Communication and Grapevines -- 3. Strategic Planning with Social Media -- Part Ii: Analysis Of Social Media Effects -- 4. Social Marketing -- 5. Digital communities -- 6. Social Media for Consumer Insight -- 7. Social Media Metrics -- 8. Technology and Media Effectiveness -- Part Iii: The Synthesis -- 9. The Human Factors -- 10. Communication and Conflicts -- 11. Globalization and Consumer Behavior
Control code
842208463
Dimensions
23 cm
Extent
xviii, 259 pages
Isbn
9781137281913
Isbn Type
(hardback)
Lccn
2013029249
Media category
unmediated
Media MARC source
rdamedia
System control number
(OCoLC)842208463
Label
Managing social media and consumerism : the grapevine effect in competitive markets, Rajagopal, Professor, EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico
Publication
Bibliography note
Includes bibliographical references (p. 232-256) and index
Carrier category
volume
Carrier MARC source
rdacarrier
Content category
text
Content type MARC source
rdacontent
Contents
Part I: Evolution Of Social Media -- 1. Shifts in Marketing Communication -- 2. Market Communication and Grapevines -- 3. Strategic Planning with Social Media -- Part Ii: Analysis Of Social Media Effects -- 4. Social Marketing -- 5. Digital communities -- 6. Social Media for Consumer Insight -- 7. Social Media Metrics -- 8. Technology and Media Effectiveness -- Part Iii: The Synthesis -- 9. The Human Factors -- 10. Communication and Conflicts -- 11. Globalization and Consumer Behavior
Control code
842208463
Dimensions
23 cm
Extent
xviii, 259 pages
Isbn
9781137281913
Isbn Type
(hardback)
Lccn
2013029249
Media category
unmediated
Media MARC source
rdamedia
System control number
(OCoLC)842208463

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