Harris, Lisa and Rae, Alan
Social networks: the future of marketing for small business
Journal of Business Strategy, 30, (5), . (doi:10.1108/02756660910987581).
Purpose – The authors review recent developments in online marketing strategy that demonstrate the growing power of online communities in building brand reputations and customer relationships. Design/methodologies/approach – This work draws upon the results of an ongoing research project that is investigating the use of new technologies by entrepreneurial growing businesses in the London area. A range of examples from our 30 case study businesses are drawn upon to illustrate some of the opportunities and threats associated with these new marketing priorities.
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