Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities
Author | : Bowen, Gordon |
Publisher | : IGI Global |
Total Pages | : 428 |
Release | : 2014-10-31 |
Genre | : Business & Economics |
ISBN | : 1466665963 |
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For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in todays business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.