eBook Competitive Social Media Marketing Strategies, 1st Edition

  • Wilson Ozuem
  • Gordon Bowen
  • Published By: Business Science Reference
  • ISBN-10: 1466697776
  • ISBN-13: 9781466697775
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 317 Pages | eBook
  • Original Copyright 2016 | Published/Released June 2016
  • This publication's content originally published in print form: 2016
  • Price:  Sign in for price

About

Overview

This title 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. It covers issues such as brand management, customer loyalty, and online services. It is a valuable reference for business managers, professionals, advanced-level students, and consultants interested in the latest research on the use of digital media tools for business opportunities.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Other Frontmatter.
Other Frontmatter.
Table of Contents.
Detailed Table of Contents.
Foreword.
Foreword.
Preface.
1: Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena.
2: Analysing the Role of Social Media in Dialogue Marketing and Management as a Contemporary Franchising Local Area Marketing Technique.
3: User-Generated Content and Perceived Customer Value.
4: Loyalty Strategy and Social-CRM: How Consumers Adhere to the Tools.
5: Social Media: Strategic Decision Making Tool.
6: Online Service Failure and Recovery Strategy: The Mediating Role of Social Media.
7: State Fragility and Stakeholder Engagement: New Media and Stakeholders' Voice Amplification in the Nigerian Petroleum Industry.
8: Basics of Mobile Marketing Strategy.
9: The Roles of Social Media Marketing and Brand Management in Global Marketing.
10: Using Social Media Marketing for Competitive Advantage.
11: Search Engine Marketing: An Outlining of Conceptualization and Strategic Application.
12: The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry.
Compilation of References.
About the Contributors.
Index.
Front Cover.
Title Page.
Copyright Page.
Other Frontmatter.
Other Frontmatter.
Table of Contents.
Detailed Table of Contents.
Foreword.
Foreword.
Preface.
1: Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena.
2: Analysing the Role of Social Media in Dialogue Marketing and Management as a Contemporary Franchising Local Area Marketing Technique.
3: User-Generated Content and Perceived Customer Value.
4: Loyalty Strategy and Social-CRM: How Consumers Adhere to the Tools.
5: Social Media: Strategic Decision Making Tool.
6: Online Service Failure and Recovery Strategy: The Mediating Role of Social Media.
7: State Fragility and Stakeholder Engagement: New Media and Stakeholders' Voice Amplification in the Nigerian Petroleum Industry.
8: Basics of Mobile Marketing Strategy.
9: The Roles of Social Media Marketing and Brand Management in Global Marketing.
10: Using Social Media Marketing for Competitive Advantage.
11: Search Engine Marketing: An Outlining of Conceptualization and Strategic Application.
12: The Intersection of Social Media and Customer Retention in the Luxury Beauty Industry.
Compilation of References.
About the Contributors.
Index.