Online Brand Communities: Using the Social Web for Branding and Marketing
Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, Sebastián Molinillo
Informasi Umum
Kode
23.21.397
Klasifikasi
658.827 - Use of brands and trademarks, Business names, Producer and distributor brands
Jenis
Buku - Elektronik (E-Book)
Subjek
Brand, Brand Management,
No. Rak
Tel-U Gedung Manterawu Lantai 5 : Rak 22
Tel-U Purwokerto : Rak 8
Dilihat
103 kali
Informasi Lainnya
Abstraksi
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like 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, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Francisco J. Martínez-López, Rafael Anaya, Rocio Aguilar, Sebastián Molinillo |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Springer |
| Kota | New York |
| Tahun | 2016 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
