Social Media Marketing

A critical and evaluative account on the emergence and principles of social media marketing and its true potential to enhance the marketing initiatives of hotels and other organisations


Scientific Essay, 2011

53 Pages, Grade: A


Excerpt


Content

1 Social Media Marketing
1.1 Introduction
1.2 Shifts in consumer power, influence and behaviour
1.3 Towards a relationship-oriented approach in marketing
1.3.1 The 4Cs in the adapted customer-centric marketing mix
1.3.2 The driving forces of customer relations
1.3.3 The importance of customer loyalty and advocacy in the digital age
1.4 Customer relationship management
1.4.1 Customer acquisition
1.4.2 Customer retention and extension
1.5 Summary

2 References

Excerpt out of 53 pages

Details

Title
Social Media Marketing
Subtitle
A critical and evaluative account on the emergence and principles of social media marketing and its true potential to enhance the marketing initiatives of hotels and other organisations
College
The University of Surrey
Grade
A
Author
Year
2011
Pages
53
Catalog Number
V200590
ISBN (eBook)
9783656266969
ISBN (Book)
9783656267843
File size
1291 KB
Language
English
Keywords
social media marketing;, social media;, online marketing;, hotel industry;, hotels;, hotel;, email marketing;, viral marketing;, crm;, customer relationship management;, relationship-oriented marketing;, relationship marketing;, social media optimization;
Quote paper
BA MSc Christoph Müller (Author), 2011, Social Media Marketing, Munich, GRIN Verlag, https://www.grin.com/document/200590

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