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Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Gordon Bowen, Wilson Ozuem (Herausgeber)

Media-Kombination

406 Seiten

2014
Business Science Reference
978-1-4666-6598-9 (ISBN)

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For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.

Gordon Bowen has a Doctorate in Business. He is an Associate Lecturer at various universities and higher education institutions, including University of Gloucestershire, Regent’s University London, and Greenwich School of Management London. His research interests are strategy, marketing, digital marketing, and SMEs, and he supervises PhD and DBA students in these areas. Gordon has held senior positions in the telecommunications industry, including strategy development, business development, and training. He has also advised SMEs on business matters. Wilson Ozuem is Associate Professor of Digital Marketing at Regent’s University London (UK). His research interests include the implications of information technology for decision making by marketers and consumers. The results of his research have been published in scholarly journals and international conference papers, including European Journal of Marketing, Social Responsibility Journal, International Journal of Applied Behavioural Economics and Business Law . Dr. Ozuem teaches in a number of UK universities, including University of Gloucestershire, the University of Hertfordshire, the University of West London, GSM, CAPA Education (London). Dr. Wilson holds a visiting professorial fellowship at the faculty of Economy and Agribusiness, Agricultural University of Tirana (Albania). He currently teaches MSc and MBA courses in marketing communications, Internet marketing, research methodology, and marketing management. He is a Fellow of the Chartered Institute of Marketing (FCIM) and has worked as a marketing consultant for several companies and organizations. He received his BA in Business from the University of Portsmouth, MA Marketing from University of West London, MBA from London Metropolitan University, MEd (Educational Leadership and Management) from Open University (UK), Doctorate from Anglia Ruskin University, and Postgraduate Degree in Educational Research from University of Cambridge.

Erscheint lt. Verlag	31.10.2014
Sprache	englisch
Maße	216 x 279 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-4666-6598-X / 146666598X
ISBN-13	978-1-4666-6598-9 / 9781466665989
Zustand	Neuware