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Social Media and Interactive Communications

Engelsk Paperback
SPAR
kr 56

Social Media and Interactive Communications

Engelsk Paperback

The extent to which social media can potentially add value within various service contexts is not well understood. While at a general level it would seem that direct and immediate interactive communication with customers and stakeholders would be of benefit in terms of general communications, the integration of new media alongside more traditional marketing activities is not without difficulty. Many organisations appear seduced by what new technological communication channels are capable of but evidence suggests that those same organisations may have limited sensitivity to the appropriateness of employing social media to add value to the customers’ service experience. Launching social media initiatives appears low cost and fairly straightforward, technically, but managing the subsequent interactions and engagement appropriately, and indeed profitably, can often be beyond a firm’s resources and competencies. In this book the challenges of effectively managing interactive communications through social media is described in various service contexts, (e.g. healthcare, travel, small businesses) and within prevailing, yet ever more crucial marketing concepts, such as customer relationship management (CRM) and customer complaining behaviour. This book was originally published as a special issue of the Service Industries Journal.

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The extent to which social media can potentially add value within various service contexts is not well understood. While at a general level it would seem that direct and immediate interactive communication with customers and stakeholders would be of benefit in terms of general communications, the integration of new media alongside more traditional marketing activities is not without difficulty. Many organisations appear seduced by what new technological communication channels are capable of but evidence suggests that those same organisations may have limited sensitivity to the appropriateness of employing social media to add value to the customers’ service experience. Launching social media initiatives appears low cost and fairly straightforward, technically, but managing the subsequent interactions and engagement appropriately, and indeed profitably, can often be beyond a firm’s resources and competencies. In this book the challenges of effectively managing interactive communications through social media is described in various service contexts, (e.g. healthcare, travel, small businesses) and within prevailing, yet ever more crucial marketing concepts, such as customer relationship management (CRM) and customer complaining behaviour. This book was originally published as a special issue of the Service Industries Journal.

Produktdetaljer
Sprog: Engelsk
Sider: 134
ISBN-13: 9780367023966
Indbinding: Paperback
Udgave:
ISBN-10: 0367023962
Udg. Dato: 4 sep 2018
Længde: 13mm
Bredde: 175mm
Højde: 244mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 4 sep 2018
Forfatter(e):
Forfatter(e)


Kategori E-handel: forretningsmæssige aspekter


Sprog Engelsk


Indbinding Paperback


Sider 134


Udgave


Længde 13mm


Bredde 175mm


Højde 244mm


Udg. Dato 4 sep 2018


Oplagsdato 4 sep 2018

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