MARC Record from marc_nuls

LEADER: 02866cam 2200445Ia 4500
001 9925205388601661
005 20140917070311.1
008 130902t20132013gw a b 000 0 eng d
010 $a 2013478723
019 $a810318438
020 $a9783643902641 (pbk.)
020 $a3643902646 (pbk.)
035 $a(OCoLC)858313391$z(OCoLC)810318438
035 $a99964147421
035 $a(OCoLC)ocn858313391
040 $aUKMGB$beng$cUKMGB$dOCLCO$dYDXCP$dBTCTA$dCUV$dDLC$dTXI$dOCLCO$dIUL$dHF9$dIUL
043 $as-bl---$ae-ur---$aa-ii---$aa-cc---
050 4 $aHF5415.1265$b.T76 2013
082 04 $a658.872091724$223
100 1 $aTrost, Elena,$eauthor.
245 10 $aSocial media marketing in BRIC countries :$bexamining case studies of BMW, Adidas and NIVEA /$cElena Trost.
264 1 $aBerlin :$bLIT,$c2013.
264 4 $c℗♭2013
300 $a1 volume (various pagings) :$billustrations ;$c22 cm.
336 $atext$2rdacontent
337 $aunmediated$2rdamedia
338 $avolume$2rdacarrier
490 1 $aInternet economics ;$v6
504 $aIncludes bibliographical references.
505 0 $aIntroduction : An overview of digital social media in BRIC countries -- Digital social media -- BRIC : social media beyond "the big four" -- Empirical investigation -- The cases of BMW, adidas and NIVEA in SNS of the BRIC countries -- Conclusion : The inevitability to operate in social networks -- Future perspectives.
520 $aThe economic growth and increasing Internet access within the countries of Brazil, Russia, India, and China (BRIC) is opening new opportunities for companies to reach wider audiences. This study examines these opportunities and assesses how global companies are capitalizing on these emerging markets - in particular, the degree to which digital marketing and social CRM through social networks are being used. For the purposes of this analysis, three German brands are examined in detail - BMW, Adidas, and NIVEA. The book shows that the regular interaction with Internet users and the monitoring of social networks can result in companies experiencing an uplift in both public perception and engagement. Another aspect addressed is the cultural variance that needs to be taken into account when planning social media activities. The book concludes that the full potential of social media has yet to be utilized within the BRIC countries, and that there is a unique opportunity to be realized by companies. -- Provided by publisher.
610 20 $aBayerische Motoren Werke.
610 20 $aAdidas AG.
610 20 $aBeiersdorf AG.
650 0 $aInternet marketing$zBRIC countries.
650 0 $aCorporations, German$zBRIC countries.
650 0 $aSocial media$xEconomic aspects$zBRIC countries.
830 0 $aInternet economics (Series) ;$vv. 6.
947 $hCIRCSTACKS$r31786103006802
980 $a99964147421