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Record Nr. |
UNINA9910809812603321 |
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Titolo |
New developments in online marketing / / edited by Stephen Tagg, Alan Stevenson and Tiziano Vescovi |
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Pubbl/distr/stampa |
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London ; ; New York : , : Routledge, , 2012 |
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ISBN |
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1-135-74359-2 |
0-203-72238-8 |
1-135-74352-5 |
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Descrizione fisica |
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1 online resource (225 p.) |
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Collana |
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Key Issues in Marketing Management |
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Altri autori (Persone) |
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StevensonAlan |
TaggStephen |
VescoviTiziano |
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Disciplina |
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Soggetti |
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Internet marketing |
Social media |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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"This book is a reproduction of the Journal of marketing management, volume 26, issues 3-4"--T.p. verso. |
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Nota di bibliografia |
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Includes bibliographical references at the end of each chapters and index. |
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Nota di contenuto |
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Cover; New Developments in Online Marketing; Title page; Copyright Page; Table of Contents; Notes on Contributors; 1. Introduction; 2. Applying organisational capability models to assess the maturity of digital-marketing governance; 3. Social contagion effects in experiential information exchange on bulletin board systems; 4. 'New-wave' global firms: Web 2.0 and SME internationalisation; 5. Why do people read reviews posted on consumer-opinion portals?; 6. Counter-brand and alter-brand communities: the impact of Web 2.0 on tribal marketing approaches |
7. Tribal mattering spaces: Social-networking sites, celebrity affiliations, and tribal innovations8. 'It's Mine!' - Participation and ownership within virtual co-creation environments; 9. Interaction of regional news-media production and consumption through the social space; 10. Consumer-managed profiling: a contemporary interpretation of privacy in buyer-seller interactions; 11. Effectiveness of online advertising channels: a price-level-dependent analysis; 12. Practitioner prognostications on the future of online marketing; Index |
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Sommario/riassunto |
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There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information 'pull' rather than 'push', user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications are beginning to have a major impact on customer behaviour acr |
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