Social networks: the future of marketing for small business


Harris, Lisa and Rae, Alan (2009) Social networks: the future of marketing for small business Journal of Business Strategy, 30, (5), pp. 24-31. (doi:10.1108/02756660910987581).

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Description/Abstract

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.

Item Type: Article
Digital Object Identifier (DOI): doi:10.1108/02756660910987581
Keywords: communication, communities, networking, small
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
ePrint ID: 80486
Date :
Date Event
2009Published
Date Deposited: 24 Mar 2010
Last Modified: 18 Apr 2017 20:09
Further Information:Google Scholar
URI: http://eprints.soton.ac.uk/id/eprint/80486

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