To survive in todayas competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into todayas marketing environments.(2011) finds that well-connected people do not use their greater reach potential fully in a marketing setting. Spreading informationis costly interms of both time invested and the effort needed to capture attention of their peers. ... in practice because a social structure is much easier to observe and measure than communication intensity, quality, or frequency. ... by marketers as initial seeds if it is to generate awareness or encourage transactions through their viral marketing campaigns.
|Title||:||Handbook of Research on Integrating Social Media into Strategic Marketing|
|Publisher||:||IGI Global - 2015-04-30|