Managing social media and consumerism : the grapevine effect in competitive markets /

"The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contribut...

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Bibliographic Details

Main Author:	Rajagopal, 1957-
Corporate Author:	ebrary, Inc
Format:	eBook
Language:	English
Published:	London : Palgrave Macmillan, 2013.
Subjects:	Internet marketing. Marketing > Social aspects. Social media. Consumer behavior. Online social networks. Electronic books.
Online Access:	Connect to the full text of this electronic book