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Online Brand Communities von Francisco J. Martínez-López (2016, Gebundene Ausgabe)

About this product

About this product

Produktinformation

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.

Produktkennzeichnungen

ISBN-10
3319248243
ISBN-13
9783319248240
eBay Product ID (ePID)
216257924

Produkt Hauptmerkmale

Sprache
Englisch
Verlag
Springer-Verlag Gmbh, Springer International Publishing
Publikationsname
Online Brand Communities
Autor
Francisco J. Martínez-López
Format
Gebundene Ausgabe
Erscheinungsjahr
2016

Zusätzliche Produkteigenschaften

Hörbuch
No
Inhaltsbeschreibung
Book
Item Length
24cm
Item Height
2cm
Item Width
16cm
Mitautor
Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo
Buchreihe
Progress in Is
Item Weight
565g

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