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Informationen zum Autor Mark Durkin is Professor of Marketing in the Ulster University Business School, UK. Mark spent over a decade in various service, sales and marketing roles with the Bank of Ireland Group culminating in the role of Group Marketing Communications Executive (NI). Mark has worked at Monash University in Melbourne, Australia, and Otago University in Dunedin, New Zealand, and in 2006 was awarded the Chartered Institute of Marketing’s (CIM) ‘ Marketing Person of the Year ’ in recognition of his contribution to marketing education in Ireland. He has conducted his research and presented to academic and practitioner audiences in Australia, New Zealand, Sweden, USA, UK and Ireland and he is currently focused on exploring the growing domain of digital marketing. Mark works closely with business practitioners in helping improve business practices especially as these relate to the adoption and utilisation of new technology within marketing. Aodheen McCartan is a Senior Lecturer in the School of Communication at Ulster University, UK. Aodheen’s research interests lie in the fields of marketing communication, small firm marketing and financial services marketing. A focus of her research is how technology can complement traditional communication platforms. Mairead Brady is an Assistant Professor of Marketing at Trinity College Dublin, Ireland, and is also the co-author of the popular Marketing Management textbook with Philip Kotler, Kevin Keller, Malcolm Goodman and Torben Hasen. Her research interests and publications are in the areas of technology and marketing practice, social media, data analytics and gamification. Zusammenfassung This book presents the latest research exploring how social media may facilitate greater levels of interactivity in firm-customer communications in varying service contexts, but also challenges firms to change how they communicate and how they resource and manage their customer engagement. This book was originally published as a special issue of the Service Industries Journal. Inhaltsverzeichnis Introduction: Enabling interactive communications through social media: Research from services contexts 1. Social media’s contribution to customer satisfaction with services 2. Extending customer relationship management into a social context 3. The value of social presence in mobile communications 4. Customer e-complaining behaviours using social media 5. Marketing technology for adoption by small business 6. Exploring interactive communication using social media ...
