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Competitive social media marketing strategies

Ozuem, Wilson; Bowen, Gordon - 2016

"This book presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers' use of these online communities, highlighting pivotal issues such as brand management, customer loyalty, and online services"--Provided by...

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Handbook of research on integrating social media into strategic marketing

Hajli, Nick (ed.) - 2015

"To survive in today's competitive business environment, marketing professionals must look to develop innovative … business and consumer. This book explores the use of social networking and other online media in marketing communications … consumer social media marketing experiences on brand affect and brand equity / Tugba Orten Tugrul -- Intellectual property …

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Firms and collective reputation : the Volkswagen emissions scandal as a case study

Bachmann, Ruediger; Ehrlich, Gabriel; Ruzic, Dimitrije - 2017

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A Model of Influencer Economy

Cong, Lin William; Li, Siguang - National Bureau of Economic Research - 2023

With the rise of social media and streaming platforms, firms and brand-owners increasingly depend on influencers to attract consumers, who care about both common product quality and consumer-influencer interaction. Sellers thus compete in both influencer and product markets. As outreach and...

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Marketing : eine Einführung in die marktorientierte Unternehmensführung : mit 58 Übungsaufgaben und Lösungshinweisen

Olbrich, Rainer - 2022 - 3., vollständig überarbeitete und erweiterte Auflage

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