Capturing, analyzing, and managing word-of-mouth in the digital marketplace / Sumangla Rathore, Avinash Panwar, [editors].
"With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are focused on being not only user friendly, but also highly interactive, providing many unique ways to create and distribute content.Capturing,...
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| Other Authors: | , |
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| Format: | Ebook |
| Language: | English |
| Published: |
Hershey, PA :
Business Science Reference,
[2016]
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| Subjects: | |
| Online Access: | IGI Global e-Book Collection |
| Summary: | "With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are focused on being not only user friendly, but also highly interactive, providing many unique ways to create and distribute content.Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing. Featuring a special emphasis on social media, blogging, viral marketing, and other forms of e-communication, this timely reference source is essential for students, researchers, academics, and marketing practitioners."--Publisher's website. |
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| Physical Description: | 1 online resource (xix, 339 page) : illustrations |
| Format: | Mode of access: World Wide Web. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 1466694505 1466694513 9781466694507 9781466694514 |