The Role of Exigencies in Marketing A Rhetorical Analysis of Three Online Social Networks
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- Englisch ausgewählt
Fr. 61.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
27.08.2007
Verlag
VDMSeitenzahl
100
Maße (L/B/H)
24/17/0.7 cm
Gewicht
210 g
Sprache
Englisch
ISBN
978-3-8364-2186-7
Over the last few years, the use of online social networks has increased
exponentially, and some of these "virtual communities" are among the most
visited sites on the Internet. With this boom in popularity has also come a rise
in the need for marketing within these spaces, and very little academic
literature exists on how to best utilize this new and budding arena for
advertising ventures. Traditional business approaches to marketing are no
longer adequate, as online environments have completely radicalized the
advertising landscape. This book, therefore, provides a new metric of success
for social network marketing, supplemental to the more traditional cost
analysis that most marketing developers currently use. Three separate,
distinctly different instances of marketing within virtual communities are
analyzed rhetorically, derived from Bitzer's concept of the "rhetorical
situation," among other ideas. The analysis should help shed some light on
this new and exciting advertising environment, and should be especially
useful to professionals in Communications and Marketing fields, or anyone
else who may be considering utilizing online communities for marketing
efforts.
exponentially, and some of these "virtual communities" are among the most
visited sites on the Internet. With this boom in popularity has also come a rise
in the need for marketing within these spaces, and very little academic
literature exists on how to best utilize this new and budding arena for
advertising ventures. Traditional business approaches to marketing are no
longer adequate, as online environments have completely radicalized the
advertising landscape. This book, therefore, provides a new metric of success
for social network marketing, supplemental to the more traditional cost
analysis that most marketing developers currently use. Three separate,
distinctly different instances of marketing within virtual communities are
analyzed rhetorically, derived from Bitzer's concept of the "rhetorical
situation," among other ideas. The analysis should help shed some light on
this new and exciting advertising environment, and should be especially
useful to professionals in Communications and Marketing fields, or anyone
else who may be considering utilizing online communities for marketing
efforts.
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