Social media in the marketing context a state of the art analysis and future directions

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that...

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Bibliographic Details
Main Authors: Plume, Cherniece J. (Author), Dwivedi, Yogesh Kumar (Author), Slade, Emma L. (Author)
Format: Book
Language:English
Published: Cambridge, MA Kidlington Chandos Publishing ©2017 [2017]
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Online Access:Click Here to View Status and Holdings.
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020 # # |a 9780081017548  |q paperback 
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100 1 # |a Plume, Cherniece J.  |e author 
245 1 0 |a Social media in the marketing context  |b a state of the art analysis and future directions  |c Cherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade 
264 # 1 |a Cambridge, MA  |a Kidlington  |b Chandos Publishing  |c ©2017  |c [2017] 
300 # # |a xix, 162 pages  |b illustratation  |c 23 cm 
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504 # # |a Includes bibliographical references and index 
520 # # |a Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. 
650 # # |a Social media 
650 # # |a Marketing 
700 1 # |a Dwivedi, Yogesh Kumar  |e author 
700 1 # |a Slade, Emma L.  |e author 
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