Leveraging computer-mediated marketing environments

Bowen, Gordon and Ozuem, Wilson, eds. (2019) Leveraging computer-mediated marketing environments. IGI Global.

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Official URL: https://doi.org/10.4018/978-1-5225-7344-9

Abstract

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. The many academic areas covered in this publication include, but are not limited to: Brand Strategy, Competitive Advantage, Consumer Behavior, Digital Marketing, E-Loyalty, E-Services, Market Research, Search Engine Optimization, Social Media, Stakeholder Interaction, Virtual Merchandising, Web Analytics.

Item Type: Book
Publisher: IGI Global
ISSN: 2327-5502
ISBN: 9781522573449
Departments: Business
Additional Information: Gordon Bowen (Regent's University London, UK) and Wilson Ozuem (University of Cumbria, UK).
Depositing User: Anna Lupton
Date Deposited: 25 Jan 2019 16:18
Last Modified: 25 Jan 2019 16:18
URI: http://insight.cumbria.ac.uk/id/eprint/4428

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