Skip to main content
SpringerLink
Log in
Palgrave Macmillan
Book cover

Managing Social Media and Consumerism

The Grapevine Effect in Competitive Markets

  • Book
  • © 2013

Overview

Authors:
  1. Rajagopal

    1. EGADE Business School, ITESM, Mexico City, Mexico

    View author publications

    You can also search for this author in PubMed   Google Scholar

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (11 chapters)

  1. Front Matter

    Pages i-xviii
    Download chapter PDF

  2. Evolution of Business Communication

    1. Front Matter

      Pages 1-1
      Download chapter PDF

    2. Shifts in Marketing Communication

      • Rajagopal
      Pages 3-23

    3. Market Communication and Grapevine

      • Rajagopal
      Pages 24-44

    4. Strategic Planning with Social Media

      • Rajagopal
      Pages 45-65

  3. Analysis of Social Media Effects

    1. Front Matter

      Pages 67-67
      Download chapter PDF

    2. Social Marketing

      • Rajagopal
      Pages 69-88

    3. Digital Communities

      • Rajagopal
      Pages 89-108

    4. Social Media and Consumer Insight

      • Rajagopal
      Pages 109-131

    5. Social Media Metrics

      • Rajagopal
      Pages 132-151

    6. Technology and Media Effectiveness

      • Rajagopal
      Pages 152-170

  4. The Synthesis

    1. Front Matter

      Pages 171-171
      Download chapter PDF

    2. The Human Factors

      • Rajagopal
      Pages 173-194

    3. Communication Conflicts

      • Rajagopal
      Pages 195-216

    4. Globalization and Consumer Behavior

      • Rajagopal
      Pages 217-229

  5. Back Matter

    Pages 230-259
    Download chapter PDF
Back to top

Keywords

About this book

Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.

Authors and Affiliations

  • EGADE Business School, ITESM, Mexico City, Mexico

    Rajagopal

About the author

Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus, Mexico, and Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Fellow of the Chartered Management Institute, and Fellow of Institute of Operations Management, United Kingdom. He has been listed with his biography in various international directories including Who's Who in the World since 2008, and 2000 Outstanding Intellectual of the 21st Century published in 2009 by International Biographical Center, Cambridge, UK. He offers courses on Competitor Analysis, Marketing Strategy, Advance Selling Systems, International Marketing, Services Marketing, New Product Development, and other subjects of contemporary interest to the students of undergraduate, graduate, and doctoral programs. Rajagopal holds post-graduate and doctoral degrees in Economics and Marketing respectively from Ravishankar University in India. His specialization is in the fields of Marketing Management, Rural Economic Linkages and Development Economics. He has to his credit 40 books on marketing management and rural development themes and over 400 research contributions that include published research papers in national and international refereed journals. He is Editor-in-Chief of International Journal of Leisure and Tourism Marketing, International Journal of Business Competition and Growth, and International Journal of Built Environment and Asset Management. He is also member of editorial board of various journals of international repute. He has imparted training to senior executives and has conducted 55 management development programs. His research contributions have been conferred the highest recognition of National Researcher -SNI-level III by the Government of Mexico.

Bibliographic Information

Publish with us

Policies and ethics

Back to top

Search

Navigation