Discusses the conceptual issues involved in social media and integrates them with marketing

Highlights the nuances of digital consumer behaviour

Examines the usage of social media to enhance the creation and appropriation of value in external customer relations with the help of selected case studies

Autorentext
Dr Githa S Heggde is Director, IFIM Business School. She is a corporate consultant on Marketing and Sales enhancement, Vice Chairperson, CII-Indian Women Network and in the board of CII Karnataka, Country Director, India, EuroMed Business Research Institute. Member editorial board of International Journal on Emerging markets, Emerald, Core member at the Centre for Emerging Markets, IIM, Lucknow, Faculty resource IIM Kozhikode, MDP apart from other holding distinguished positions is various professional bodies. She has over 27 years of teaching, consultancy and industrial experience. She has authored books and articles on Applied Marketing, Social Media Marketing and several case studies. Currently, she is member of Federation of Karnataka Chambers of Commerce and Industry.

Professor Heggde was part of the team at Global colloquium on participant centered learning at Harvard Business School, Boston and worked on teaching with case studies and developing curriculum for management courses. Participated at the follow-on sessions at Shanghai.

She was invited by Pace University, New York, for lectures and discussions on pursuing collaborative research and Pepperdine University, Malibu. Conducted several training programs for senior marketing and sales executives at Airtel, ITC, Infosys, Murugappa group, Pricol, HDFC, Infosys, EY, Biocon and several leading companies. She has engaged in consultancy and research with companies such as Logitech, USA, iWatt, USA, Reliance, India, Adaptive marketing and many others. She had been a member of Association of Women Entrepreneurs of Karnataka, and Chairperson, Coimbatore chapter FICCI ladies organization during 2004-2006.

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). 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 .

Inhalt

SECTION I: Conceptual issues in Social Media .- Chapter 1. How Social Media will Impact Marketing Media.- Chapter 2. Social Media Marketing: Evolution And Change.- Chapter 3. Uniqueness Of Social In The Overall Social, Mobility, Analytics and Cloud Stack.- Chapter 4. Lifecycle of information on the web: Implications for Aggregator Sites'.- Chapter 5. Shadow Side of Social Media Marketing.- SECTION II: Understanding Digital Consumers .- Chapter 6. Exploring The Relationship Between Perceived Benefits And Social Media Brands Using Discriminant Analysis.- Chapter 7. The Influence of Trust and Ease of Use of Social Media Platforms on South Africa's Generation Y: Social Media Use, Intention and Information sharing.- Chapter 8. Decoding Digital Consumer Feedback: Customer Intelligence Insights Through Unstructured Data Mining.- SECTION III: Integrating Social Media for Marketing .- Chapter 9. Social Media Marketing, Corporate Social Responsibility, and Social Change in India.- Chapter 10. Future of Social CRM.- Chapter 11. Sales Professionals' Use of Social Media to Create and Deploy Social Capital in US and Indian Firms.- SECTION IV: Social Media Applications and Case Studies .- Chapter 12. Influence of Social Media Marketing on Healthcare and Automobile Sectors in India.- Chapter 13. A Critical Analysis on Consumer Protection in Social Media Selling with Reference to Disclosures.- Chapter 14 . Case Study: Portea.- Chapter 15. Case Study: QWICKCILVER. A A A A A A