Social networks: the future of marketing for small business
Purpose - The authors review recent developments in online marketing strategy that demonstrate the growing power of online communities in building brand reputations and customer relationships. Design/methodologies/approach - This work draws upon the results of an ongoing research project that is inv...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
2009.
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| Subjects: | |
| Online Access: | Get fulltext |
| Summary: | Purpose - The authors review recent developments in online marketing strategy that demonstrate the growing power of online communities in building brand reputations and customer relationships. Design/methodologies/approach - This work draws upon the results of an ongoing research project that is investigating the use of new technologies by entrepreneurial growing businesses in the London area. A range of examples from our 30 case study businesses are drawn upon to illustrate some of the opportunities and threats associated with these new marketing priorities. |
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