商品簡介
Information technology management and business scholars from Iran, India, Australia, Europe, and Ghana provide 14 chapters detailing strategies, applications, techniques, and tools for customer relationship management in the age of social media. They describe strategies, applications, and aspects of customer learning and engagement, including social business models and strategy; social customer relationship management analytics; the impact of social customer relationship management on the customer-orientation process and sales performance; the adoption of Facebook for small and medium-sized enterprises; electronic customer relationship management practices of micro, small, and medium enterprises; the use of social media in higher education institutions; the impact of gamification on customer relationship development in a virtual environment; customer knowledge management and the role of Web 2.0; the effects of fan personality on participation in social media-based brand communities; the evaluation of news website quality from customer insights; using social media to influence customer relationship management and food purchase behavior; social brand communities and brand loyalty and equity; and electronic word-of-mouth marketing in social networks. Annotation c2015 Ringgold, Inc., Portland, OR (protoview.com)
