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Informationen zum Autor Stephen Tagg is Reader in Marketing in the Department of Marketing at the University of Strathclyde! UK.Alan Stevenson is Director of AS Business Solutions Ltd and a Visiting Lecturer at the University of Strathclyde! UK.Tiziano Vescovi is Professor of Marketing and Vice Dean of the Faculty of Economics at Ca' Foscari University! Venice! Italy! and Director of the Master in International Marketing and Communication programme. Zusammenfassung This book makes a valuable contribution to the field by examining recent and future developments in online marketing, including the revolutionary impact of new media. It was originally published as a special issue of the Journal of Marketing Management. Inhaltsverzeichnis 1. Introduction Stephen Tagg, Alan Stevenson and Tiziano Vescovi 2. Applying organisational capability models to assess the maturity of digital-marketing governance Dave Chaffey 3. Social contagion effects in experiential information exchange on bulletin board systems Lei Huang 4. ‘New-wave’ global firms: Web 2.0 and SME internationalisation Jim Bell and Sharon Loane 5. Why do people read reviews posted on consumer-opinion portals? Jamie Burton and Marwan Khammash 6. Counter-brand and alter-brand communities: the impact of Web 2.0 on tribal marketing approaches Bernard Cova and Tim White 7. Tribal mattering spaces: Social-networking sites, celebrity affiliations, and tribal innovations Kathy Hamilton and Paul Hewer 8. ‘It’s Mine!’ – Participation and ownership within virtual co-creation environments Tracy Harwood and Tony Garry 9. Interaction of regional news-media production and consumption through the social space Finola Kerrigan and Gary Graham 10. Consumer-managed profiling: a contemporary interpretation of privacy in buyer–seller interactions Alexander E. Reppel and Isabelle Szmigin 11. Effectiveness of online advertising channels: a price-level-dependent analysis Andrea Spilker-Attig and Malte Brettel 12. Practitioner prognostications on the future of online marketing Michael J. Valos, Michael T. Ewing and Irene H. Powell ...
