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Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Gordon Bowen, Wilson Ozuem
Copyright: © 2015 |Pages: 406
ISBN13: 9781466665958|ISBN10: 1466665955|EISBN13: 9781466665965
DOI: 10.4018/978-1-4666-6595-8
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MLA

Bowen, Gordon, and Wilson Ozuem, editors. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities. IGI Global, 2015. https://doi.org/10.4018/978-1-4666-6595-8

APA

Bowen, G. & Ozuem, W. (Eds.). (2015). Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities. IGI Global. https://doi.org/10.4018/978-1-4666-6595-8

Chicago

Bowen, Gordon, and Wilson Ozuem, eds. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-6595-8

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For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world.

Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.

Table of Contents

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Front Materials
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Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Editorial Advisory Board and List of Reviewers
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Foreword
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Preface
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Chapters
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Context: Mediated Marketing Theory and Social Media
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Social Landscape and Marketing Development
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Converging Practices: Compelling Brand Positioning and Social Media Affordances
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Back Materials
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Compilation of References
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About the Contributors
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Index
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