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International array of contributors, including some big names in
the field Relevant both for scholars of management education and
practitioners/leaders in the field Future-oriented approach sets
the scene for a new research agenda
International array of contributors, including some big names in
the field Relevant both for scholars of management education and
practitioners/leaders in the field Future-oriented approach sets
the scene for a new research agenda
The extent to which social media can potentially add value within
various service contexts is not well understood. While at a general
level it would seem that direct and immediate interactive
communication with customers and stakeholders would be of benefit
in terms of general communications, the integration of new media
alongside more traditional marketing activities is not without
difficulty. Many organisations appear seduced by what new
technological communication channels are capable of but evidence
suggests that those same organisations may have limited sensitivity
to the appropriateness of employing social media to add value to
the customers' service experience. Launching social media
initiatives appears low cost and fairly straightforward,
technically, but managing the subsequent interactions and
engagement appropriately, and indeed profitably, can often be
beyond a firm's resources and competencies. In this book the
challenges of effectively managing interactive communications
through social media is described in various service contexts,
(e.g. healthcare, travel, small businesses) and within prevailing,
yet ever more crucial marketing concepts, such as customer
relationship management (CRM) and customer complaining behaviour.
This book was originally published as a special issue of the
Service Industries Journal.
Strengthen your understanding of the principles of marketing
management with this bestselling text. Marketing Management, 4th
edition, European Edition, by Philip Kotler, Kevin Lane Keller,
Mairead Brady, Malcolm Goodman, and Torben Hansen is considered by
many as the authoritative text on the subject. The textbook covers
a wide range of concepts and issues, accurately reflecting the
fast-moving pace of modern marketing. Combining traditional
marketing with new concepts, the text maintains accessibility,
theoretical rigour, and managerial relevance. Now in its 4th
edition, Marketing Management remains current with fresh learning
features including: New examples from across the world. The
inclusion of European academic thought in the text. A focus on the
digital challenges for marketers. The importance of creative
thinking and its contribution to marketing practice. Case studies
throughout to consolidate understanding. A key text for both
undergraduate and postgraduate programmes, this edition will
provide you with all the tools you need to be successful in your
course.
The extent to which social media can potentially add value within
various service contexts is not well understood. While at a general
level it would seem that direct and immediate interactive
communication with customers and stakeholders would be of benefit
in terms of general communications, the integration of new media
alongside more traditional marketing activities is not without
difficulty. Many organisations appear seduced by what new
technological communication channels are capable of but evidence
suggests that those same organisations may have limited sensitivity
to the appropriateness of employing social media to add value to
the customers' service experience. Launching social media
initiatives appears low cost and fairly straightforward,
technically, but managing the subsequent interactions and
engagement appropriately, and indeed profitably, can often be
beyond a firm's resources and competencies. In this book the
challenges of effectively managing interactive communications
through social media is described in various service contexts,
(e.g. healthcare, travel, small businesses) and within prevailing,
yet ever more crucial marketing concepts, such as customer
relationship management (CRM) and customer complaining behaviour.
This book was originally published as a special issue of the
Service Industries Journal.
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