Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace (Advances in Marketing, Customer Relationship Management, and E-services)

With the growth of information technology - and the Internet in particular - many new communication channels and platforms have emerged. This title explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing.