Electronic Word of Mouth (eWOM) in the Marketing Context PDF Download
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Author: Elvira Ismagilova
Publisher: Springer
ISBN: 3319524593
Category : Computers
Languages : en
Pages : 148
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Book Description
This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.
Author: Elvira Ismagilova
Publisher: Springer
ISBN: 3319524593
Category : Computers
Languages : en
Pages : 148
Get Book Here
Book Description
This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.
Author: Jishnu Bhattacharyya
Publisher: CRC Press
ISBN: 1000408027
Category : Business & Economics
Languages : en
Pages : 945
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Book Description
"... an important intervention in the conversation around social and ecological sustainability that draws on both micromarketing and macromarketing scholarship to help the reader understand the challenges with illustrations from insightful cases both from emerging and developed economies. This compilation should be essential reading for the discerning student of sustainable consumption and production." -- Professor Pierre McDonagh, Associate Editor, Journal of Macromarketing (USA); Professor of Critical Marketing & Society, University of Bath, UK Experts in the field of economics, management science, and particularly in the marketing domain have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns; however, the level of existing literature and availability of teaching cases reflect a dearth of real case studies, especially those focused on marketing for social good. This book of actual case studies will address that need. In addition, this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training the next generation of leaders through corporate training and universities. Currently, marketing for social good is increasingly becoming a part of most curriculums under the umbrella of different titles, such as social marketing, green marketing, and sustainability marketing. The relevance of these studies is increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover some review articles for an overview of the recent developments in the study area. With these case studies, collections of questions, teaching materials, and real-life marketing scenarios, this book offers a unique source of knowledge to marketing professionals, students, and educators across the world. The main objective of this case book is to understand the applicability of marketing science (marketing for social good context, such as social marketing and sustainability marketing) in internet marketing related to e-buying behavior and e-WOM. In addition, it illustrates the various types of existing marketing practices that are relevant from both theoretical and practical points of view in this electronic era, as well as discussing other non-electronic marketing practices and focusing on consumer buying behavior. As a result, marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by social marketing and sustainability marketing through the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses.
Author: Chantal Ammi
Publisher: John Wiley & Sons
ISBN: 1118614844
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
Globalization is a leading force for industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence of a new type of consumer and the effects of globalization on industry in terms of culture, economics, marketing, and social issues at every scale from local to global. The main aim of the book is to enhance the reader’s knowledge – especially from a multidisciplinary perspective rather than from an individual functional perspective – of international consumer behaviour. It also explores the role of globalization in the evolving world of the new technology sector and provides an overview of the development of international consumer behavior from historical, geographical and social perspectives, while focusing on new technology products and services. Professionals, students and researchers working in the fields of new technologies and information and communication technologies (ICT) as well as specialists of marketing and management are the target audience for this book. At the same time, the book will be pitched at a level so as to also appeal to a more general readership interested in globalization.
Author: Richard Coles
Publisher: CRC Press
ISBN: 9780849397882
Category : Technology & Engineering
Languages : en
Pages : 370
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Book Description
The protection and preservation of a product, the launch of new products or re-launch of existing products, perception of added-value to products or services, and cost reduction in the supply chain are all objectives of food packaging. Taking into consideration the requirements specific to different products, how can one package successfully meet all of these goals? Food Packaging Technology provides a contemporary overview of food processing and packaging technologies. Covering the wide range of issues you face when developing innovative food packaging, the book includes: Food packaging strategy, design, and development Food biodeterioation and methods of preservation Packaged product quality and shelf life Logistical packaging for food marketing systems Packaging materials and processes The battle rages over which type of container should be used for which application. It is therefore necessary to consider which materials, or combination of materials and processes will best serve the market and enhance brand value. Food Packaging Technology gives you the tools to determine which form of packaging will meet your business goals without compromising the safety of your product.
Author: Kevin Watkins
Publisher: Oxfam
ISBN: 9780855985257
Category : Social Science
Languages : en
Pages : 278
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Book Description
A critical and detailed analysis of inequalities of world trade systems.
Author: Ibo van de Poel
Publisher: John Wiley & Sons
ISBN: 1444395718
Category : Science
Languages : en
Pages : 390
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Book Description
Featuring a wide range of international case studies, Ethics, Technology, and Engineering presents a unique and systematic approach for engineering students to deal with the ethical issues that are increasingly inherent in engineering practice. Utilizes a systematic approach to ethical case analysis -- the ethical cycle -- which features a wide range of real-life international case studies including the Challenger Space Shuttle, the Herald of Free Enterprise and biofuels. Covers a broad range of topics, including ethics in design, risks, responsibility, sustainability, and emerging technologies Can be used in conjunction with the online ethics tool Agora (http://www.ethicsandtechnology.com) Provides engineering students with a clear introduction to the main ethical theories Includes an extensive glossary with key terms
Author: Awadhesh Kumar Singh
Publisher: New Age International
ISBN: 8122416837
Category : Agriculture
Languages : en
Pages : 11
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Book Description
Rural Marketing as a separate discipline in management teaching has emerged recently. The growing importance of the subject has been well realized by the marketers, policymakers and management interns. However, there is dearth of quality literature on the subject, comprehensive coverage of all the dimensions, aspects and managerial issues pertaining to rural marketing. In most of the management institutions, a half-baked knowledge of rural marketing is being imparted to the management interns while there is more emphasis on marketing perspective on harnessing the immense potential offered by rural areas through suitable marketing planning, product mix, pricing, distribution, promotional mix, branding and communication strategies. Present book is a serious attempt to bridge the need gap in the subject.
Author: James Arthur
Publisher: Routledge
ISBN: 1134371462
Category : Education
Languages : en
Pages : 189
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Book Description
The professional code of the General Teaching Council lists eight new standards, each of them analysed here in detail using questions and activities to describe what trainee teachers need to know, understand and demonstrate as they work towards Qualified Teacher Status. Each of the eight standards cover the following issues: expectations, diversity and achievement personal and professional values values in the classroom values, rights and responsibilities in the wider community the community of the school professional relationships personal and professional development professional responsibility. This practical and jargon-free guide features an extensive range of examples and suggestions for further reading, designed to help those in their early professional development.
Author: SOFAT, RAJNI
Publisher: PHI Learning Pvt. Ltd.
ISBN: 8120351606
Category : Business & Economics
Languages : en
Pages : 458
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Book Description
The Second Edition of the book encompasses two new chapters—Strategic Cost Management and Business Ethics—A Strategic Financial Management Instrument. The book, being an augmented version of the previous edition, equips the young managers with the fundamentals and basics of strategic management and financial management in a cogent manner. The text now provides a better orientation to the students on the topics like corporate restructuring, divestitures, acquisitions, and mergers in the global context with the help of examples and caselets. The book has been revised keeping in view the requirements of postgraduate students of management and the students pursuing professional courses such as CA, MFC and CS. In addition, professionals working in the corporate sector may also find the book beneficial to integrate the financial management functions into business strategy and financial operations. Distinctive features • Model question papers have been appended at the end of the book. • Better justification of topics by merging the contents wherever required. • Theory supported with caselets inspired from global as well as Indian context.
Author: Evgeny Vinokurov
Publisher: Lexington Books
ISBN: 9780739124031
Category : Political Science
Languages : en
Pages : 336
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Book Description
Attempting to provide a fully-fledged theory of enclaves and exclaves, A Theory of Enclaves covers a wide scope of regions and territories throughout the world and satisfies the need for a systematic view on enclaves. This book covers 282 enclaves, with a combined population total of approximately three million, but the importance of enclaves is much higher because of their specific status and issues raised for both the mainland states and the surrounding states: Gibraltar was disproportionately large for British-Spanish relations throughout the last three centuries, Kaliningrad managed to cause a major crisis in the EU-Russian relations in 2002-03, Tiny Ceuta and Melilla have caused tensions in Spanish-Moroccan relations for more than three centuries and have recently become visible as conflict points at the EU level, German Buesingen was subject to several complex international treaties between Germany and Switzerland. Rather than viewing each enclave as a unique case, or even as an anomaly, A Theory of Enclaves provides a systematic investigation of enclave-related political and economic issues. Rich on maps and illustrations, A Theory of Enclaves strives to comprise three facets of enclaves' existence: political, economic, and social life.
