This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The …
Learn how to create value and gain loyal customers. Today’s marketing challenge is to create vibrant, interactive communities of consumers …
ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct …
For far too long, emotions have been ignored in favor of rationality and efficiency. Breakthroughs in brain science have revealed …
No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide …
