MARC Record from marc_columbia

LEADER: 03325cam a2200445 i 4500
001 10535918
005 20131216152448.0
008 130912s2013 enk b 001 0 eng
010 $a 2013029249
020 $a9781137281913 (hardback)
020 $a113728191X (hardback)
024 $a99955798655
035 $a(OCoLC)ocn842208463
035 $a(OCoLC)842208463
035 $a(NNC)10535918
040 $aDLC$erda$beng$cDLC$dYDX$dYDXCP$dBTCTA$dUKMGB$dOCLCO$dCDX$dBDX
042 $apcc
050 00 $aHF5415.1265$b.R35 2013
082 00 $a658.8/72$223
084 $aBUS016000$aBUS035000$aBUS041000$aBUS043060$2bisacsh
100 0 $aRajagopal,$d1957-
245 10 $aManaging social media and consumerism :$bthe grapevine effect in competitive markets /$cRajagopal, Professor, EGADE Business School, ITESM, Mexico City.
264 1 $aHoundmills, Basingstoke, Hampshire :$bPalgrave Macmillan,$c2013.
300 $axviii, 259 pages ;$c23 cm
336 $atext$2rdacontent
337 $aunmediated$2rdamedia
338 $avolume$2rdacarrier
520 $a"The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements. There are many types of grapevines that are developed in various niches which stem from emotion, sensitivity, personality, assumptions, experiences, and social conventions. Through an examination of this functional phenomenon of the grapevines and their effect, and by citing examples of various companies, Managing Social Media and Consumerism discusses the best ways to define a social media plan"--$cProvided by publisher.
504 $aIncludes bibliographical references (pages 232-256) and index.
505 8 $aMachine 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.
650 0 $aInternet marketing.
650 0 $aMarketing$xSocial aspects.
650 0 $aSocial media.
650 0 $aConsumer behavior.
650 0 $aOnline social networks.
650 7 $aBUSINESS & ECONOMICS / Consumer Behavior.$2bisacsh
650 7 $aBUSINESS & ECONOMICS / International / General.$2bisacsh
650 7 $aBUSINESS & ECONOMICS / Management.$2bisacsh
650 7 $aBUSINESS & ECONOMICS / Marketing / Research.$2bisacsh
852 00 $boff,bus$hHF5415.1265$i.R35 2013