The book with illustrations & tables highlights the role of social media as the next key game-changer
13 February, 2018, Bengaluru: Professor G Shainesh’s co-edited (with Dr. Githa Heggde) book titled, ‘Social Media Marketing: Emerging Concepts and Applications’ has been published recently by Palgrave Macmillan.
This book, replete with illustrations and tables, highlights the role of social media as the next key game-changer.
Having emerged as the defining trend in the last decade, social media continues to shape communication and interaction between individuals, communities, businesses and governments. This book first discusses the impact of social media on marketing, starting from brand building, communications and advertising, to customization and customer engagement. The subject matter is dealt with systematically, identifying broad trends, concepts and frameworks in the initial chapters. Thereafter, it addresses the wide-ranging application of social media in marketing for diverse sectors.
Predominantly aimed to understand digital consumers, the book integrates social media with marketing as well as the outcome. The book has a collection of new and selected cases of successful digital companies in emerging markets.
The book promises to be a handy reference guide to social media in emerging markets for researchers, managers and all interested in this domain.
Preview at: https://link.springer.com/book/10.1007/978-981-10-5323-8
G. Shainesh, Professor of Marketing, IIM Bangalore, has over two decades of research and teaching experience. He has conducted research and teaching assignments at the Goteborg University (Sweden), University of St. Gallen (Switzerland), Audencia Nantes and IESEG (France), Vienna University and MCI Innsbruck (Austria), Bocconi University (Milan), Curtin University of Technology (Perth), and the American University of Armenia (Yerevan). His research focuses on CRM, Services Marketing, and Service Innovations. At IIMB, he leads the cross-functional research initiative on consumer insights (ici@iimb.ac.in;). His book titled Customer Relationship Management – A Strategic Perspective (Trinity Press, Laxmi Publications) is a prescribed textbook for CRM courses at several business schools. He is also the co-author of a book on CRM titled Customer Relationship Management – Emerging Concepts, Tools and Applications (21st Reprint 2017, McGraw Hill, New Delhi). His papers on services and relationship marketing have been published in the MIS Quarterly, Journal of Service Research, Journal of International Marketing, Journal of Services Marketing, The Service Industries Journal, International Journal of Bank Marketing, International Journal of Retail and Distribution Management, International Journal of Technology Management, Journal of Relationship Marketing, International Marketing Review, among others.
The book with illustrations & tables highlights the role of social media as the next key game-changer
13 February, 2018, Bengaluru: Professor G Shainesh’s co-edited (with Dr. Githa Heggde) book titled, ‘Social Media Marketing: Emerging Concepts and Applications’ has been published recently by Palgrave Macmillan.
This book, replete with illustrations and tables, highlights the role of social media as the next key game-changer.
Having emerged as the defining trend in the last decade, social media continues to shape communication and interaction between individuals, communities, businesses and governments. This book first discusses the impact of social media on marketing, starting from brand building, communications and advertising, to customization and customer engagement. The subject matter is dealt with systematically, identifying broad trends, concepts and frameworks in the initial chapters. Thereafter, it addresses the wide-ranging application of social media in marketing for diverse sectors.
Predominantly aimed to understand digital consumers, the book integrates social media with marketing as well as the outcome. The book has a collection of new and selected cases of successful digital companies in emerging markets.
The book promises to be a handy reference guide to social media in emerging markets for researchers, managers and all interested in this domain.
Preview at: https://link.springer.com/book/10.1007/978-981-10-5323-8
G. Shainesh, Professor of Marketing, IIM Bangalore, has over two decades of research and teaching experience. He has conducted research and teaching assignments at the Goteborg University (Sweden), University of St. Gallen (Switzerland), Audencia Nantes and IESEG (France), Vienna University and MCI Innsbruck (Austria), Bocconi University (Milan), Curtin University of Technology (Perth), and the American University of Armenia (Yerevan). His research focuses on CRM, Services Marketing, and Service Innovations. At IIMB, he leads the cross-functional research initiative on consumer insights (ici@iimb.ac.in;). His book titled Customer Relationship Management – A Strategic Perspective (Trinity Press, Laxmi Publications) is a prescribed textbook for CRM courses at several business schools. He is also the co-author of a book on CRM titled Customer Relationship Management – Emerging Concepts, Tools and Applications (21st Reprint 2017, McGraw Hill, New Delhi). His papers on services and relationship marketing have been published in the MIS Quarterly, Journal of Service Research, Journal of International Marketing, Journal of Services Marketing, The Service Industries Journal, International Journal of Bank Marketing, International Journal of Retail and Distribution Management, International Journal of Technology Management, Journal of Relationship Marketing, International Marketing Review, among others.