New Perspectives in Marketing by Word-Of-Mouth

By Emerald Group Publishing Limited

New Perspectives on Marketing by Word-of-Mouth is a collection of key articles on this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain include: - How brand love is built in the fashion industry - How larger organisations can respond most effectively to negative comments on social media. - The effectiveness of a Facebook fanpage for the MINI car brand. Modern communications technology means that the influence of the consumer in building or damaging a brand reputation is increasing. Find out some of the reasons why by reading this collection.

• Format: Paperback
• Language: English
• ISBN: 1785608193
• ISBN13: 9781785608193
• Release Date: October 2015
• Publisher: Emerald Group Publishing
• Length: 200 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.5" x 6.5" x 9.5"