Online Brand Communities Using the Social Web for Branding and Marketing /

• Κύριοι συγγραφείς: Martínez-López, Francisco J. (Συγγραφέας), Anaya, Rafael (Συγγραφέας), Aguilar, Rocio (Συγγραφέας), Molinillo, Sebastián (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Σειρά: Progress in IS,
• Θέματα: Business.; Marketing.; Information technology.; Business > Data processing.; E-commerce.; Business and Management.; e-Commerce/e-business.; IT in Business.

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...