Word of Mouth and Social Media (PDF)
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This collection examines a key new development in the contemporary marketing landscape, the relationship between the informal exchange of information and advice among consumers - known as word of mouth (WOM) - and emerging social media.
This book was originally published as a special issue of the Journal of Marketing Communications.
Allan J. Kimmel is Professor of Marketing at ESCP Europe in Paris, France. He holds MA and Ph.D. degrees in social psychology from Temple University, USA. His research and writing interests focus on consumer behavior, marketing and research ethics, deception, connected marketing and word of mouth, and the relationship between people and products.
Philip J. Kitchen is Research Professor of Marketing, ESC Rennes School of Business, France. He has previously served as Professor of Marketing at Brock University, Canada, Hull University, UK and Queens School of Management, UK. Professor Kitchen is also Editor of the Journal of Marketing Communications and has published 15 books, and 150 papers in academic journals around the world. He is a Fellow of the CIM, RSA, HEA, Member of the ALCS, Institute of Directors, UK, and member of the Institute of Marketing Science and the American Association of Advertising, USA.
- 2016, 176 Seiten, Englisch
- Herausgegeben: Allan J. Kimmel, Philip J. Kitchen
- Verlag: Taylor & Francis
- ISBN-10: 1317689984
- ISBN-13: 9781317689980
- Erscheinungsdatum: 19.12.2016
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- Grösse: 18 MB
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