Leveraging Computer-Mediated Marketing Environments

Bowen, Gordon · Ozuem, Wilson

Jan 2019 · IGI Global

About this ebook

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program.

Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.

About the author

Wilson Ozuem teaches and researches communications issues in computer-mediated marketing environments (CMMEs). The results of his research have been published in scholarly journals and conference papers, including the European Journal of Marketing, Journal of Business Research, International Journal of Market Research. Dr Ozuem was a Senior Research Fellow at the University of Gloucestershire (UK), and a Visiting Professor at the University of Tirana (Albania). He currently teaches MSc and MBA courses in marketing communications, Internet marketing, research methodology, and marketing management. He is Fellow of the Chartered Institute of Marketing (FCIM), Senior Fellow Higher Education Academy (SFHEA), and has worked as a marketing consultant for several companies and organizations. He received his BA in Business from the University of Portsmouth, MA Marketing Communications from University of West London, MBA from London Metropolitan University, MEd (Educational Leadership and Management) from Open University (UK), Doctorate from Anglia Ruskin University and Postgraduate Degree in Educational Research from University of Cambridge.

[Editor]