Managing Social Media and Consumerism

The Grapevine Effect in Competitive Markets

  • Rajagopal¬†

Table of contents

  1. Front Matter
    Pages i-xviii
  2. Evolution of Business Communication

    1. Front Matter
      Pages 1-1
    2. Rajagopal
      Pages 3-23
    3. Rajagopal
      Pages 24-44
    4. Rajagopal
      Pages 45-65
  3. Analysis of Social Media Effects

    1. Front Matter
      Pages 67-67
    2. Rajagopal
      Pages 69-88
    3. Rajagopal
      Pages 89-108
    4. Rajagopal
      Pages 109-131
    5. Rajagopal
      Pages 132-151
    6. Rajagopal
      Pages 152-170
  4. The Synthesis

    1. Front Matter
      Pages 171-171
    2. Rajagopal
      Pages 173-194
    3. Rajagopal
      Pages 195-216
    4. Rajagopal
      Pages 217-229
  5. Back Matter
    Pages 230-259

About this book

Introduction

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.

Keywords

business communication digital globalization marketing social media strategic planning

Authors and affiliations

  • Rajagopal¬†
    • 1
  1. 1.EGADE Business SchoolITESMMexico CityMexico

Bibliographic information

  • DOI https://doi.org/10.1057/9781137281920
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2013
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-44840-1
  • Online ISBN 978-1-137-28192-0
  • About this book