Electronic Reserves

The book's target is the executive or middle manager who needs to understand how to incorporate digital marketing into their organization at a strategic level. The book demonstrates how to incorporate digital strategy into firm strategy, focusing on the Resource-Based view, the Value Chain and basic positioning. The book then...

Faced with constant changes in consumer behavior, marketers are seeking various tools to promote and market their brands. Among those tools, the most impactful is consumer-generated content (CGC). CGC is viewed as consumers' vote of confidence, which is a form of social proof. CGC allows consumers to be involved with...