eBook - PDF
Social Media Marketing
A critical and evaluative account on the emergence and principles of social media marketing and its true potential to enhance the marketing initiatives of hotels and other organisations
- 57 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Social Media Marketing
A critical and evaluative account on the emergence and principles of social media marketing and its true potential to enhance the marketing initiatives of hotels and other organisations
About this book
This paper aims to present a critical and evaluative analysis on the emergence and principles of social media marketing and its true potential to enhance an organisation's marketing efforts. In particular, it outlines the shift in consumer power, influence and behaviour over the last few decades, the development and contemporary notions of relationship-oriented marketing and the contribution of social media in all these processes. Furthermore, the paper deals with the concept of customer relationship management, applicable online marketing techniques and the way social media can be integrated in an organisation's marketing activities in terms of customer acquisition, retention and extension. Notions of the potential of social media marketing in the hotel industry are set in context with online marketing best practice and theoretical assumptions to identify possible contradictions and knowledge gaps.
Table of contents
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Information
Publisher
GRIN VerlagEdition
1Year
2012Topic
Computer ScienceSubtopic
Digital MediaeBook ISBN
9783656266969
Index
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Yes, you can access Social Media Marketing by Christoph Müller in PDF and/or ePUB format, as well as other popular books in Computer Science & Digital Media. We have over 1.5 million books available in our catalogue for you to explore.