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New Perspectives in Marketing by Word-of-Mouth

Emerald Gems

Format: Paperback / softback
Publisher: Emerald Publishing Limited, Bingley, United Kingdom
Imprint: Emerald Group Publishing Limited
Published: 21st Oct 2015
Dimensions: w 170mm h 244mm d 11mm
Weight: 332g
ISBN-10: 1785608193
ISBN-13: 9781785608193
Barcode No: 9781785608193
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Synopsis
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.

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