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商品詳細
Digital Marketing Strategies for Value Co-Creation : Models and Approaches for Online Brand Communities. 2nd ed.
・ISBN 978-3-031-84612-0 hard EUR 149.99
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| 著者・編者 | Ozuem, Wilson / Willis, Michelle, |
|---|---|
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2025.06 |
| ページ数 | 311 pp. |
| 言語 | ENG |
| ニュース番号 | ＜747-582＞ |
解説
Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and debatable conceptual perspectives and mechanisms on the subject of OBC. Focusing on contemporary digital marketing issues, it offers a comprehensive examination of consumers' response to active engagement in such communities.
Building on the very successful original publication, this thoroughly revised second edition includes two new chapters on data-driven segmentation and artificial intelligence and customer engagement. The book balances theory with practical approaches and gives serious treatment to an important area of digital marketing strategy, providing an important resource for scholars, students and practitioners.