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1 Social Media Marketing
1.1 Introduction
1.2 Shifts in consumer power, influence and behaviour
1.3 Towards a relationship-oriented approach in marketing
1.3.1 The 4Cs in the adapted customer-centric marketing mix
1.3.2 The driving forces of customer relations
1.3.3 The importance of customer loyalty and advocacy in the digital age
1.4 Customer relationship management
1.4.1 Customer acquisition
1.4.2 Customer retention and extension
1.5 Summary
2 References
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- BA MSc Christoph Müller (Author), 2011, Social Media Marketing, Munich, GRIN Verlag, https://www.grin.com/document/200590
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