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Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

Copyright: © 2016 |Pages: 339
ISBN13: 9781466694491|ISBN10: 1466694491|EISBN13: 9781466694507
DOI: 10.4018/978-1-4666-9449-1
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MLA

Rathore, Sumangla, and Avinash Panwar, editors. Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace. IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9449-1

APA

Rathore, S. & Panwar, A. (Eds.). (2016). Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace. IGI Global. https://doi.org/10.4018/978-1-4666-9449-1

Chicago

Rathore, Sumangla, and Avinash Panwar, eds. Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9449-1

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With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are focused on being not only user friendly, but also highly interactive, providing many unique ways to create and distribute content.

Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing. Featuring a special emphasis on social media, blogging, viral marketing, and other forms of e-communication, this timely reference source is essential for students, researchers, academics, and marketing practitioners.

Table of Contents

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Front Materials
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
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Preface
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Acknowledgment
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Chapters
Electronic Word of Mouth: Concepts and Practices
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Precursors to Electronic Word of Mouth
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Capturing and Analysing Electronic Word of Mouth
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Chapter 4
Studies in Indian Context  (pages 187-187)
Studies in Indian Context
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Back Materials
Compilation of References
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About the Contributors
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Index
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