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Managing social media and consumerism :the grapevine effect in competitive markets /

Record Type:	Language materials, printed : Monograph/item
[NT 15000414]:	658.8/72
Title/Author:	Managing social media and consumerism : : the grapevine effect in competitive markets // Rajagopal, EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico.
Author:	Rajagopal,
Description:	1 online resource.
Subject:	Internet marketing.
Subject:	Marketing - Social aspects.
Subject:	Social media.
Subject:	Consumer behavior.
Subject:	Online social networks.
Subject:	BUSINESS & ECONOMICS / Consumer Behavior.
Subject:	BUSINESS & ECONOMICS / International / General.
Subject:	BUSINESS & ECONOMICS / Management.
Subject:	BUSINESS & ECONOMICS / Marketing / Research.
Subject:	BUSINESS & ECONOMICS / Industrial Management
Subject:	BUSINESS & ECONOMICS / Management Science
Subject:	BUSINESS & ECONOMICS / Organizational Behavior
ISBN:	9781137281920 (electronic bk.)
ISBN:	1137281928 (electronic bk.)
[NT 15000228]:	Machine generated contents note: -- PART I: EVOLUTION OF SOCIAL MEDIA -- 1. Shifts in Marketing Communication -- 2. Market Communication and Grapevines -- 3. Strategic Planning with Social Media -- PART II: ANALYSIS OF SOCIAL MEDIA EFFECTS -- 4. Social Marketing -- 5. Digital communities -- 6. Social Media for Consumer Insight -- 7. Social Media Metrics -- 8. Technology and Media Effectiveness -- PART III: THE SYNTHESIS -- 9. The Human Factors -- 10. Communication and Conflicts -- 11. Globalization and Consumer Behavior.
[NT 15000229]:	"The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements. There are many types of grapevines that are developed in various niches which stem from emotion, sensitivity, personality, assumptions, experiences, and social conventions. Through an examination of this functional phenomenon of the grapevines and their effect, and by citing examples of various companies, Managing Social Media and Consumerism discusses the best ways to define a social media plan"--
Online resource:	http://www.palgraveconnect.com/doifinder/10.1057/9781137281920

Managing social media and consumerism :the grapevine effect in competitive markets /
Rajagopal,1957-,

Managing social media and consumerism :the grapevine effect in competitive markets /Rajagopal, EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico. - 1 online resource.

Machine generated contents note: -- PART I: EVOLUTION OF SOCIAL MEDIA -- 1. Shifts in Marketing Communication -- 2. Market Communication and Grapevines -- 3. Strategic Planning with Social Media -- PART II: ANALYSIS OF SOCIAL MEDIA EFFECTS -- 4. Social Marketing -- 5. Digital communities -- 6. Social Media for Consumer Insight -- 7. Social Media Metrics -- 8. Technology and Media Effectiveness -- PART III: THE SYNTHESIS -- 9. The Human Factors -- 10. Communication and Conflicts -- 11. Globalization and Consumer Behavior.

"The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements. There are many types of grapevines that are developed in various niches which stem from emotion, sensitivity, personality, assumptions, experiences, and social conventions. Through an examination of this functional phenomenon of the grapevines and their effect, and by citing examples of various companies, Managing Social Media and Consumerism discusses the best ways to define a social media plan"--

ISBN: 9781137281920 (electronic bk.)Subjects--Topical Terms:

184218
Internet marketing.
Index Terms--Genre/Form:

336502
Electronic books.

LC Class. No.: HF5415.1265 / .R35 2013eb

Dewey Class. No.: 658.8/72

Managing social media and consumerism :the grapevine effect in competitive markets /
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264 1 $a Houndmills, Basinigstoke, Hampshire : $b Palgrave Macmillan, $c 2013.
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505 8 $a Machine generated contents note: -- PART I: EVOLUTION OF SOCIAL MEDIA -- 1. Shifts in Marketing Communication -- 2. Market Communication and Grapevines -- 3. Strategic Planning with Social Media -- PART II: ANALYSIS OF SOCIAL MEDIA EFFECTS -- 4. Social Marketing -- 5. Digital communities -- 6. Social Media for Consumer Insight -- 7. Social Media Metrics -- 8. Technology and Media Effectiveness -- PART III: THE SYNTHESIS -- 9. The Human Factors -- 10. Communication and Conflicts -- 11. Globalization and Consumer Behavior.
520 $a "The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements. There are many types of grapevines that are developed in various niches which stem from emotion, sensitivity, personality, assumptions, experiences, and social conventions. Through an examination of this functional phenomenon of the grapevines and their effect, and by citing examples of various companies, Managing Social Media and Consumerism discusses the best ways to define a social media plan"-- $c Provided by publisher.
588 $a Description based on print version record.
650 0 $a Internet marketing. $3 184218
650 0 $a Marketing $x Social aspects. $3 405718
650 0 $a Social media. $3 350802
650 0 $a Consumer behavior. $3 184151
650 0 $a Online social networks. $3 337142
650 7 $a BUSINESS & ECONOMICS / Consumer Behavior. $2 bisacsh $3 472364
650 7 $a BUSINESS & ECONOMICS / International / General. $2 bisacsh $3 472169
650 7 $a BUSINESS & ECONOMICS / Management. $2 bisacsh $3 472150
650 7 $a BUSINESS & ECONOMICS / Marketing / Research. $2 bisacsh $3 551209
650 7 $a BUSINESS & ECONOMICS / Industrial Management $2 bisacsh $3 478137
650 7 $a BUSINESS & ECONOMICS / Management Science $2 bisacsh $3 477697
650 7 $a BUSINESS & ECONOMICS / Organizational Behavior $2 bisacsh $3 472232
655 4 $a Electronic books. $2 local $3 336502
776 0 8 $i Print version: $a Rajagopal, 1957- $t Managing social media and consumerism $z 9781137281913 $w (DLC) 2013029249 $w (OCoLC)842208463
856 4 0 $3 Palgrave Connect $u http://www.palgraveconnect.com/doifinder/10.1057/9781137281920
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