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O impacto do WOMM na interface relações públicas-marketing

O impacto do WOMM na interface relações públicas-marketing

Paolo Debellini

58,03 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786208571450
58,03 €
IVA incluido
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Sobre IBD

A forma como as empresas comunicam com as suas partes interessadas foi perturbada pelo aparecimento do marketing boca a boca. Inicialmente visto como uma moda passageira, ou como um veículo puramente para os adolescentes e estudantes universitários comunicarem entre si, rapidamente os sítios Web dos meios de comunicação social se tornaram tão essenciais para as empresas que foi necessário um elevado grau de adaptação. Não se trata apenas de uma mudança de formato, mas de uma verdadeira revolução cultural. Este livro explora as raízes desta mudança e a forma como a interface Marketing-Relações Públicas foi afetada.

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    La façon dont les entreprises communiquent avec leurs parties prenantes a été bouleversée par l’arrivée du marketing du bouche à oreille. D’abord considéré comme un phénomène de mode, ou comme un moyen de communication entre adolescents et étudiants, les sites web de médias sociaux sont rapidement devenus si essentiels pour les entreprises qu’un haut degré d’adaptation s’est av...
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