Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets. Conversations among consumers on social media now have an unprecedented ability to shape attitudes toward people, products, services, brands and to influence buying decisions. Consequently, the digital era brings to the fore the importance of interpersonal relations a Driving Consumer Engagement in Social Media - Anna Bianchi od authora Anna Bianchi a nakladatelství za skvělé ceny na e-shopu Martinus. cz.
| Autor |
Anna Bianchi |
| Jazyk |
anglický |
| Počet stran |
182 |
| Rok vydání |
2020 |
| Nakladatelství |
Routledge |
