haku: @indexterm Marketing strategy / yhteensä: 884
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| Tekijä: | Moran, E. Gossieaux, F. |
| Otsikko: | Marketing in a hyper-social world |
| Lehti: | Journal of Advertising Research
2010 : SEP, VOl. 50:3, p. 232-239 |
| Asiasana: | internet marketing research consumer behaviour consumer attitudes customer relations marketing management marketing strategy advertising effectiveness |
| Kieli: | eng |
| Tiivistelmä: | The paper discusses the results of a study considering the tribalization of business, which surveyed several hundred companies using online marketing to be able to identify best practices for such advertising strategies. The crucial role of the human element, in terms of marketing psychology, was found to matter more than the technical innovations relating to Web 2.0 social media. Common pitfalls to avoid when interacting with customers are covered, and ways of improving online community effectiveness are suggested. |
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