Description

Book Synopsis
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.

New Perspectives in Marketing by Word-of-Mouth

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£39.89

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RRP £41.99 – you save £2.10 (5%)

Order before 4pm today for delivery by Tue 23 Dec 2025.

A Paperback / softback by Emerald Group Publishing Limited

15 in stock


    View other formats and editions of New Perspectives in Marketing by Word-of-Mouth by Emerald Group Publishing Limited

    Publisher: Emerald Publishing Limited
    Publication Date: 21/10/2015
    ISBN13: 9781785608193, 978-1785608193
    ISBN10: 1785608193

    Description

    Book Synopsis
    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.

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