Integrated Marketing Communications A Complete Guide
Do organization leaders and staff recognize that listening is a key component of communications and marketing? Do customers interact with fellow brand users or employees or representatives of your organization? What process (or steps) does your organization follow between receiving a client brief and producing finished marketing communications that engage the prospect and/or consumer?...
S. Loureiro&H. Kaufmann
Exploring the Power of Electronic Word-of-Mouth in the Services Industry
An essential research book that explores the importance of consumer perception and the influence of word-of-mouth in the digital world.
Highlight to chapter 20 "How Consumers Respond to Editorial Communication Strategies: Is Content Marketing Replacing Publicity?"
C. Rodrigues & A.Brandão
Measuring the effects of retail brand experiences and brand love on word of mouth: a cross-country study of IKEA brand.
Published in The International Review of Retail, Distribution and Consumer Research, this paper aims to investigate, for the first time, the mediating effect of brand love on word of mouth through brand experience, by using a comparative study of the IKEA brand in Sweden and Portugal.
Paper available here.
S. Fernandes et alii
Entrepreneurship - Development Tendencies and Empirical Approach (2018)
Chapter "Business Plan: In or Out? A Holistic View of the Combination of Planning and Learning Processes when Evaluating Business Opportunities"
By Sandra Filipa Moreira Fernandes, Amélia Maria Pinto da Cunha Brandão and Carlos Henrique Figueiredo e Melo de Brito.
Chapter available here
Lucinda Austin & Yan Jin
Social media and crisis communication
A unique and timely contribution to the field of crisis communication by addressing how social media are influencing the practice of crisis communication. The book, with a collection of chapters contributed by leading communication researchers, covers the current and emerging interplay of social media and crisis communication, recent theories and frameworks, overviews of dominant research streams, applications in specific crisis areas, and future directions.