Leveraging Computer-Mediated Marketing Environments

Publisher : IGI Global

ISBN-13 : 1522573453

Page : 473 pages

Rating : 4.5/5 from 453 voters

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.

More Books:

Leveraging Computer-Mediated Marketing Environments
Language: en
Pages: 473
Authors: Bowen, Gordon
Categories: Business & Economics
Type: BOOK - Published: 2019-01-25 - Publisher: IGI Global

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent
Event Tourism in Asian Countries
Language: en
Pages: 428
Authors: Shruti Arora
Categories: Business & Economics
Type: BOOK - Published: 2022-03-24 - Publisher: CRC Press

Events, including repeat annual events, have the unique ability to drive sustainable tourism to certain areas and regions and to generate economic benefits for
Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands
Language: en
Pages: 386
Authors: Wilson Ozuem
Categories: Business & Economics
Type: BOOK - Published: 2019-11-15 - Publisher: Universal-Publishers

This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors a
Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments
Language: en
Pages: 413
Authors: Granata, Giuseppe
Categories: Business & Economics
Type: BOOK - Published: 2019-05-30 - Publisher: IGI Global

Global economic scenarios are increasing in complexity due to the recent global financial crisis, globalization, the evolution of ICT, and the changing behavior
Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
Language: en
Pages: 1865
Authors: Management Association, Information Resources
Categories: Computers
Type: BOOK - Published: 2021-05-28 - Publisher: IGI Global

Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, busine
Myth in Modern Media Management and Marketing
Language: en
Pages: 317
Authors: Kreft, Jan
Categories: Business & Economics
Type: BOOK - Published: 2019-06-14 - Publisher: IGI Global

The development of communication technology and the proliferation of centers that collect, interpret, and transmit information does not mean that communities ha
Green Marketing as a Positive Driver Toward Business Sustainability
Language: en
Pages: 356
Authors: Naidoo, Vannie
Categories: Business & Economics
Type: BOOK - Published: 2019-07-26 - Publisher: IGI Global

As corporations increasingly recognize the benefits of green marketing, the number of projects with important local environmental, economic, and quality-of-life
Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics
Language: en
Pages: 438
Authors: Saiz-Alvarez, Jose Manuel
Categories: Business & Economics
Type: BOOK - Published: 2019-04-26 - Publisher: IGI Global

Technological advances in the realm of business have attributed to the global interest of using digital innovations to increase consumer traffic. Utilizing thes
Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies
Language: en
Pages: 339
Authors: Khosrow-Pour, D.B.A., Mehdi
Categories: Business & Economics
Type: BOOK - Published: 2019-06-14 - Publisher: IGI Global

One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a c
Website Quality and Shopping Behavior
Language: en
Pages: 129
Authors: Tereza Semerádová
Categories: Business & Economics
Type: BOOK - Published: 2020-04-03 - Publisher: Springer Nature

This book analyses the impact of web design parameters on user experience and the behaviour of website users. Website design is considered one of the key parame