Online Brand Communities
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This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities.
| Autor: | Martinez-Lopez, Francisco J.; Anaya-Sanchez, Rafael; Aguilar-Illescas, Rocio; Molinillo, Sebastian |
| Nakladatel: | Springer International Publishing AG |
| ISBN: | 9783319248240 |
| Rok vydání: | 2015 |
| Jazyk : | Angličtina |
| Vazba: | Hardback |
| Počet stran: | 253 |
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