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New Perspectives in Marketing by Word-of-Mouth
Emerald Group Publishing Limited
出版Emerald Group Publishing, 2015-10-21
主題Business & Economics / Marketing / GeneralLaw / Business & Financial
ISBN17856081859781785608186
URLhttp://books.google.com.hk/books?id=RsndCgAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋New Perspectives on Marketing by Word-of-Mouth is a collection of key articles on this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain include: - How brand love is built in the fashion industry - How larger organisations can respond most effectively to negative comments on social media. - The effectiveness of a Facebook fanpage for the MINI car brand. Modern communications technology means that the influence of the consumer in building or damaging a brand reputation is increasing. Find out some of the reasons why by reading this collection.