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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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Social Customer Relationship Management (Social-CRM) in the Era of Web 4.0 (Hardcover)
Loot Price: R6,907
Discovery Miles 69 070
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Social Customer Relationship Management (Social-CRM) in the Era of Web 4.0 (Hardcover)
Series: e-Book Collection - Copyright 2022
Expected to ship within 10 - 15 working days
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The federation of an online community around the brand is
considered one of the priorities of many brands to improve their
presence on the Internet. In the era of Web 2.0, communication
strategies become multichannel, it is for companies to deploy a
strong online presence to stand out from the competition and
strengthen its position. The creation of content (videos, articles,
images) has become a new way to promote the brand and create a
close relationship with the customer and build loyalty. However,
the advent of web 2.0 has led to a rebalancing of power between the
customer and the company through the consumer's voice about the
brand and referral behavior via electronic word of mouth. Customers
use these online platforms not only to learn about and obtain
credible product information, but also to share their opinions.
Indeed, community sites offer the opportunity to the user to
interact directly with the brand and with other users. This book
provides relevant theoretical frameworks and the latest results of
empirical research in the field. It is written for professionals
who wish to improve their understanding of the strategic role of
marketing 2.0, digital customer experience, and social customer
relationship management on social networks. The transition from CRM
to CVM and the importance of social networks to build loyalty in
the web 4.0 era.
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