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Online brand communities : using the social web for branding and marketing / Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo.

By: Martínez-López, Francisco J. (Francisco José) [author.]Contributor(s): Anaya-Sánchez, Rafael [author.] | Aguilar-Illescas, Rocio [author.] | Molinillo, Sebastián [author.]Material type: TextTextSeries: Progress in ISPublisher: Cham : Springer, 2015Description: 255 pages : illustrations (colour) ; 24 cmContent type: text | still image Media type: unmediated Carrier type: volumeISBN: 9783319248240 (hbk.) :Subject(s): Internet marketing | Online social networks | Branding (Marketing) | Business and Management | Business and ManagementDDC classification: 659.1'44 Summary: This volume presents and analyses the concept of online brand communities, an emerging and exciting topic in marketing and e-commerce. First, it lays out the foundations, including the evolution of the web and the so-called social web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the social web. On this basis, it then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities.
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Book Book Paul Hamlyn Library Paul Hamlyn Library Floor 3 659.144 MAR (Browse shelf(Opens below)) Available 06379028
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Includes bibliographical references.

This volume presents and analyses the concept of online brand communities, an emerging and exciting topic in marketing and e-commerce. First, it lays out the foundations, including the evolution of the web and the so-called social web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the social web. On this basis, it then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities.

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