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New Perspectives in Marketing by Word-of-Mouth (Emerald Gems)

New Perspectives in Marketing by Word-of-Mouth (Emerald Gems)

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  • ISBN-13: 9781785608193
  • Publisher: Emerald Group Publishing Limited
  • Release Date: Nov 06, 2015
  • Pages: 200 pages
  • Dimensions: 6.5 x 0.5 x 9.5 inches

Overview

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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