The Role of Exigencies in Marketing
A Rhetorical Analysis of Three Online Social Networks
(Sprache: Englisch)
Over the last few years, the use of online social networks has increasedexponentially, and some of these "virtual communities" are among the mostvisited sites on the Internet. With this boom in popularity has also come a risein the need for marketing within...
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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.
Klappentext zu „The Role of Exigencies in Marketing “
Over the last few years, the use of online social networks has increasedexponentially, 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 advertisingenvironment, 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.
Autoren-Porträt von Greg Martin
MA in Professional Communication,Health Communication Certificate, and BA inCommunication Studies from Clemson Universityin Clemson, South Carolina.Lecturer of Composition at North Carolina StateUniversity in Raleigh, North Carolina.
Bibliographische Angaben
- Autor: Greg Martin
- 2007, 116 Seiten, Maße: 17 x 24 cm, Kartoniert (TB), Englisch
- Verlag: VDM Verlag Dr. Müller
- ISBN-10: 3836421860
- ISBN-13: 9783836421867
Sprache:
Englisch
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