Social Media Marketing

A critical and evaluative account on the emergence and principles of social media marketing and its true potential to enhance the marketing initiatives of hotels and other organisations

Nonfiction, Computers, Application Software, Multimedia
Cover of the book Social Media Marketing by Christoph Müller, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Christoph Müller ISBN: 9783656266969
Publisher: GRIN Verlag Publication: September 4, 2012
Imprint: GRIN Verlag Language: English
Author: Christoph Müller
ISBN: 9783656266969
Publisher: GRIN Verlag
Publication: September 4, 2012
Imprint: GRIN Verlag
Language: English

Scientific Essay from the year 2011 in the subject Communications - Multimedia, Internet, New Technologies, grade: A, The University of Surrey, language: English, abstract: This paper aims to present a critical and evaluative analysis on the emergence and principles of social media marketing and its true potential to enhance an organisation's marketing efforts. In particular, it outlines the shift in consumer power, influence and behaviour over the last few decades, the development and contemporary notions of relationship-oriented marketing and the contribution of social media in all these processes. Furthermore, the paper deals with the concept of customer relationship management, applicable online marketing techniques and the way social media can be integrated in an organisation's marketing activities in terms of customer acquisition, retention and extension. Notions of the potential of social media marketing in the hotel industry are set in context with online marketing best practice and theoretical assumptions to identify possible contradictions and knowledge gaps.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Scientific Essay from the year 2011 in the subject Communications - Multimedia, Internet, New Technologies, grade: A, The University of Surrey, language: English, abstract: This paper aims to present a critical and evaluative analysis on the emergence and principles of social media marketing and its true potential to enhance an organisation's marketing efforts. In particular, it outlines the shift in consumer power, influence and behaviour over the last few decades, the development and contemporary notions of relationship-oriented marketing and the contribution of social media in all these processes. Furthermore, the paper deals with the concept of customer relationship management, applicable online marketing techniques and the way social media can be integrated in an organisation's marketing activities in terms of customer acquisition, retention and extension. Notions of the potential of social media marketing in the hotel industry are set in context with online marketing best practice and theoretical assumptions to identify possible contradictions and knowledge gaps.

More books from GRIN Verlag

Cover of the book Der Begriff des 'Systems' bei Talcott Parsons by Christoph Müller
Cover of the book Der Bundespräsident. Aufgaben und tatsächliche Funktionen in der deutschen Politik by Christoph Müller
Cover of the book Der Einfluss von Religion auf die öffentlichen Schulen in den USA by Christoph Müller
Cover of the book Spurensicherung - Vom Andenken und dem anonymen Rest by Christoph Müller
Cover of the book Lamb and Kids Fattening. A Handbook by Christoph Müller
Cover of the book Homosexualität und Leistungssport by Christoph Müller
Cover of the book Do we really need nuclear power facilities in Germany? by Christoph Müller
Cover of the book Warblogs - Ein Korrektiv in der Kriegsberichterstattung? by Christoph Müller
Cover of the book Ursprung und Interpretation des Dekalogs 'Exodus 20, 1-17'. Die zehn Gebote by Christoph Müller
Cover of the book Das amerikanische Bildungssystem - Ein Überblick by Christoph Müller
Cover of the book MPEG-4 - Möglichkeiten zur Interaktion by Christoph Müller
Cover of the book Amerikanischer Kongreß und deutscher Bundestag: ein Vergleich by Christoph Müller
Cover of the book Die Bedeutung des Ideenmanagements als Innovationsinstrument by Christoph Müller
Cover of the book Wir entdecken verschiedene Würfelnetze (Mathematik, 3. Klasse) by Christoph Müller
Cover of the book Kosten- und Leistungsrechnung - Ein Lehr- und Übungsbuch by Christoph Müller
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy