Digital Marketing Strategies for Value Co-creation / Progress in Mathematics (PDF)
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This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers' response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation.
Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.
Wilson Ozuem's area of expertise lies in digital marketing and innovation. He teaches digital marketing at several UK universities. Professor Ozuem is acknowledged as an international leader in the field of digital marketing and multichannel retailing. His current research focuses on the effects of online brand communities on marketing strategy.
Michelle Willis's expertise is in digital marketing. Her current research interests include online service failure and recovery strategies and customer loyalty, particularly with the millennial generation. Her research has been published and presented in various journals and conferences, including those of the American Marketing Association and the European Marketing Academy.
Michelle Willis is a Lecturer in Digital and e-Business at the University of Cumbria, UK. Her research interest lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programmes, and online service failure and recovery strategies, in association with consumers of the millennial generation. She has co-authored chapters in textbooks, articles for the journal Psychology & Marketing, and conference papers in her specialist area of research that were presented at the American Marketing Association and the European Marketing Academy conferences.
- Autoren: Wilson Ozuem , Michelle Willis
- 2022, 1st ed. 2022, 248 Seiten, Englisch
- Verlag: Springer International Publishing
- ISBN-10: 3030944441
- ISBN-13: 9783030944445
- Erscheinungsdatum: 21.03.2022
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- Dateiformat: PDF
- Grösse: 2.92 MB
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