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008			130912t20132013enk b 001 0 eng d
010			_a 2013029249
011			_aBIB MATCHES WORLDCAT
020			_a113728191X _qhardback
020			_a9781137281913 _qhardback
035			_a(OCoLC)842208463
040			_aDLC _beng _erda _cDLC _dYDX _dYDXCP _dBTCTA _dUKMGB _dOCLCO _dCDX _dBDX _dATU
042			_apcc
050	0	0	_aHF5415.1265 _b.R35 2013
082	0	0	_a658.872 _223
100	0		_aRajagopal, _d1957- _eauthor. _9435825
245	1	0	_aManaging social media and consumerism : _bthe grapevine effect in competitive markets / _cRajagopal, Professor, EGADE Business School, ITESM, Mexico City.
264		1	_aHoundmills, Basingstoke, Hampshire : _bPalgrave Macmillan, _c2013.
264		4	_c©2013
300			_axviii, 259 pages ; _c23 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aMachine generated contents note: -- Part I. _tEvolution of social media -- _g1. _tShifts in Marketing Communication -- _g2. _tMarket Communication and Grapevines -- _g3. _tStrategic Planning with Social Media -- _gPart II. _tAnalysis of social media effects -- _g4. _tSocial Marketing -- _g5. _tDigital communities -- _g6. _tSocial Media for Consumer Insight -- _g7. _tSocial Media Metrics -- _g8. _tTechnology and Media Effectiveness -- Part III. _tThe synthesis -- _g9. _tThe Human Factors -- _g10. _tCommunication and Conflicts -- _g11. _tGlobalization and Consumer Behavior.
520			_a"The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements. There are many types of grapevines that are developed in various niches which stem from emotion, sensitivity, personality, assumptions, experiences, and social conventions. Through an examination of this functional phenomenon of the grapevines and their effect, and by citing examples of various companies, Managing Social Media and Consumerism discusses the best ways to define a social media plan"-- Provided by publisher.
650		0	_aInternet marketing. _9328425
650		0	_aMarketing _xSocial aspects _9373688
650		0	_aConsumer behavior. _9345411
650		0	_aOnline social networks. _9331564
907			_a.b1323268x _b22-08-17 _c28-10-15
942			_cB
945			_a658.872 RAJ _g1 _iA518047B _j0 _lcmain _o- _p$105.85 _q- _r- _s- _t0 _u10 _v4 _w0 _x4 _y.i13359253 _z29-10-15
998			_ab _ac _b06-04-16 _cm _da _feng _genk _h0
999			_c1260473 _d1260473