Leveraging Computer-Mediated Marketing Environments

Gordon Bowen

ISBN 10: 1522573445 / ISBN 13: 9781522573449

Verlag: Business Science Reference, 2019

Beschreibung

nach der Bestellung gedruckt Neuware - Printed after ordering - Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.

Bestandsnummer des Verkäufers 9781522573449

Bibliografische Details

• Titel: Leveraging Computer-Mediated Marketing Environments
• Verlag: Business Science Reference
• Erscheinungsjahr: 2019
• Sprache: Englisch
• ISBN-10: 1522573445
• ISBN-13: 9781522573449
• Einband: Buch
• Zustand: Neu
• Abmessungen: 286B x 221 H x 31 T Millimeter Breite: 286 mm, Höhe: 221 mm, Tiefe: 31 mm
• Gewicht: 1505 Gramm

Über diesen Titel

Inhaltsangabe

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.