Name: Social Media Marketing: A Critical and Evaluative Account on the Emergence and Principles of Social Media Marketing and its True Potential to Enhance. Initiatives of Hotels and Other Organisations (en Inglés)
SKU: 62837129
Price: 631.94 MXN
Availability: InStock
Author: Christoph Müller
ISBN: 9783656267843

portada Social Media Marketing: A Critical and Evaluative Account on the Emergence and Principles of Social Media Marketing and its True Potential to Enhance. Initiatives of Hotels and Other Organisations (en Inglés)

Social Media Marketing: A Critical and Evaluative Account on the Emergence and Principles of Social Media Marketing and its True Potential to Enhance. Initiatives of Hotels and Other Organisations (en Inglés)

Formato

Libro Físico

Editorial

Grin Verlag

Autor

Christoph Müller

Idioma

Inglés

N° páginas

Encuadernación

Tapa Blanda

ISBN13

9783656267843

Social Media Marketing: A Critical and Evaluative Account on the Emergence and Principles of Social Media Marketing and its True Potential to Enhance. Initiatives of Hotels and Other Organisations (en Inglés)

Christoph Müller (Autor) · Grin Verlag · Tapa Blanda

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Reseña del libro "Social Media Marketing: A Critical and Evaluative Account on the Emergence and Principles of Social Media Marketing and its True Potential to Enhance. Initiatives of Hotels and Other Organisations (en Inglés)"

Scientific 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.