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 (Paperback)

Scholarly Essay from the year 2011 in the subject Communications - Multimedia, Internet, New Technologies, grade: A, The University of Surrey, language: English, abstract: 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.

General

Imprint:	Grin Verlag
Country of origin:	United States
Release date:	October 2012
First published:	August 2013
Authors:	Christoph Muller
Dimensions:	210 x 148 x 4mm (L x W x T)
Format:	Paperback - Trade
Pages:	60
ISBN-13:	978-3-656-26784-3
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Promotions
LSN:	3-656-26784-7
Barcode:	9783656267843

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!