Item description for The Role of Exigencies in Marketing - A Rhetorical Analysis of Three Online Social Networks by Greg Martin...
Over the last few years, the use of online social networks has increased exponentially, and some of these "virtual communities" are among the most visited sites on the Internet. With this boom in popularity has also come a rise in the need for marketing within these spaces, and very little academic literature exists on how to best utilize this new and budding arena for advertising ventures. Traditional business approaches to marketing are no longer adequate, as online environments have completely radicalized the advertising landscape. This book, therefore, provides a new metric of success for social network marketing, supplemental to the more traditional cost analysis that most marketing developers currently use. Three separate, distinctly different instances of marketing within virtual communities are analyzed rhetorically, derived from Bitzer's concept of the "rhetorical situation," among other ideas. The analysis should help shed some light on this new and exciting advertising environment, and should be especially useful to professionals in Communications and Marketing fields, or anyone else who may be considering utilizing online communities for marketing efforts.
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Est. Packaging Dimensions: Length: 9.29" Width: 6.54" Height: 0.47" Weight: 0.44 lbs.
Release Date Jul 27, 2007
Publisher VDM Verlag Dr. Mueller e.K.
ISBN 3836421860 ISBN13 9783836421867
Availability 51 units. Availability accurate as of Jan 19, 2017 11:09.
Usually ships within one to two business days from La Vergne, TN.
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More About Greg Martin
<div><div><b>Zan Gaudioso</b></b> is the author and editor of five books in the Chicken Soup for the Soul series, including <i>Chicken Soup for the Teenage Soul III. </i>She was an approved writer for Touchstone/Hollywood Pictures. She lives in Pacific Palisades, California. <b>Greg Martin</b> is the coauthor of <i>The Buddha in Your Mirror</i>. He is a vice general director of the SGI-USA, the lay organization of Nichiren Buddhists in the United States, and is a professor in the SGI-USA's study department. He lives in Los Angeles. </div></div>