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The author explores the increasingly important role that social media -and particularly social networks- are playing both in conversations with private purposes and Business-to-Consumer (B2C) communications. It also highlights their limited adoption rates for Business-to-Business (B2B) marketing initiatives. The final conclusions are referred to those companies which design, produce or distribute software solutions that sometimes have been nominated by users as Lovemarks'. This book draws a general overview for the current situation of social media, their integration within 2.0 platforms, and…mehr

Produktbeschreibung
The author explores the increasingly important role that social media -and particularly social networks- are playing both in conversations with private purposes and Business-to-Consumer (B2C) communications. It also highlights their limited adoption rates for Business-to-Business (B2B) marketing initiatives. The final conclusions are referred to those companies which design, produce or distribute software solutions that sometimes have been nominated by users as Lovemarks'. This book draws a general overview for the current situation of social media, their integration within 2.0 platforms, and the new possibilities that they offer for marketing and corporate communication. Some important concepts like marketing-oriented companies , conversations , trust , loyalty or customer-oriented initiatives will be emphasized. New opportunities for interacting and capturing the audience s feedback will also be pointed out. Furthermore, technological implications about blended marketing initiatives will be discussed.
Autorenporträt
The author holds an Honours degree in Humanities Studies by the University of Navarra. Andrés is Master in Marketing and Foreign Trade by the University of Barcelona and Master in English for Specific Purposes by the UNED. His professional interests are focused on CRM strategies and the use of web 2.0 for B2B marketing & communication purposes.