Managing Social Media and Consumerism

1. Front Matter

   Pages i-xviii

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2. Evolution of Business Communication

   1. Front Matter

      Pages 1-1

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   2. Shifts in Marketing Communication

      • Rajagopal

      Pages 3-23

   3. Market Communication and Grapevine

      • Rajagopal

      Pages 24-44

   4. Strategic Planning with Social Media

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      Pages 45-65

3. Analysis of Social Media Effects

   1. Front Matter

      Pages 67-67

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   2. Social Marketing

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      Pages 69-88

   3. Digital Communities

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      Pages 89-108

   4. Social Media and Consumer Insight

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      Pages 109-131

   5. Social Media Metrics

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      Pages 132-151

   6. Technology and Media Effectiveness

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      Pages 152-170

4. The Synthesis

   1. Front Matter

      Pages 171-171

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   2. The Human Factors

      • Rajagopal

      Pages 173-194

   3. Communication Conflicts

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      Pages 195-216

   4. Globalization and Consumer Behavior

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      Pages 217-229

5. Back Matter

   Pages 230-259

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Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.

• business
• communication
• digital
• globalization
• marketing
• social media
• strategic planning

• EGADE Business School, ITESM, Mexico City, Mexico

  Rajagopal

Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus, Mexico, and Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Fellow of the Chartered Management Institute, and Fellow of Institute of Operations Management, United Kingdom. He has been listed with his biography in various international directories including Who's Who in the World since 2008, and 2000 Outstanding Intellectual of the 21st Century published in 2009 by International Biographical Center, Cambridge, UK. He offers courses on Competitor Analysis, Marketing Strategy, Advance Selling Systems, International Marketing, Services Marketing, New Product Development, and other subjects of contemporary interest to the students of undergraduate, graduate, and doctoral programs. Rajagopal holds post-graduate and doctoral degrees in Economics and Marketing respectively from Ravishankar University in India. His specialization is in the fields of Marketing Management, Rural Economic Linkages and Development Economics. He has to his credit 40 books on marketing management and rural development themes and over 400 research contributions that include published research papers in national and international refereed journals. He is Editor-in-Chief of International Journal of Leisure and Tourism Marketing, International Journal of Business Competition and Growth, and International Journal of Built Environment and Asset Management. He is also member of editorial board of various journals of international repute. He has imparted training to senior executives and has conducted 55 management development programs. His research contributions have been conferred the highest recognition of National Researcher -SNI-level III by the Government of Mexico.

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