The face-to-face book : why real relationships rule in a digital marketplace /
By: Keller, Ed
Title By: Fay, Brad
Material type:
BookPublisher: New York : Free Press, c2012.Edition: 1st Free Press hardcover ed.Description: xv, 287 p. : ill. ; 24 cm.ISBN: 9781451640069 (trade); 1451640064 (trade)Subject(s): Word-of-mouth advertising | Social marketing | Marketing -- Social aspects | Advertising | Marketing | Marketing -- Social aspectsDDC classification: 658.8/72 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.872 KE FA (Browse shelf) | Available | T0046422 |
, Shelving location: Main Collection Close shelf browser
Publisher's Weekly, March 2012
Marketing experts Keller and Fay, of the Keller and Fay Group, argue that social networking cannot truly replace face-to-face conversations by using numerous examples and case histories of successes and failures, focusing on the "social" in social media, and suggest that producing conversations, interactions, and social influence should be the object of marketing.
Includes bibliographical references (p. 249-272) and index.
The science of social -- Conversation starters : what makes a brand talkworthy? -- Influencers : the people at the center of the conversation -- Word of mouth meets Madison Avenue -- Rethinking media : planning for word of mouth -- All things in moderation : where social media fits -- Word of mouth as a channel (or, can you buy word of mouth?) -- Negative word of mouth : a cause for alarm or a customer's greatest gift? -- Imagining a new "social marketing".
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