The impact of WOMM on the public relations-marketing interface. An exploratory study of how the marketing communications landscape has been reshaped

      Аннотация: The way businesses communicate to their stakeholders has been disrupted by the coming of Word of Mouth Marketing. Initially seen as a fad, or as a vehicle purely for teenagers and college students to communicate to each other, quite rapidly social media websites have become so essential to businesses that a high degree of adaptation has been necessary. This is not simply a change in format but a real cultural revolution. This book explores the roots of such change and how the interface Marketing-Public Relations has been affected.

Ключевые слова: marketing, PR, Social Media Marketing, Word of Mouth Marketing