New Developments in Online Marketing (Hardcover)

1. Introduction Stephen Tagg, Alan Stevenson and Tiziano Vescovi  2. Applying organisational capability models to assess the maturity of digital-marketing governance Dave Chaffey  3. Social contagion effects in experiential information exchange on bulletin board systems Lei Huang  4. ‘New-wave’ global firms: Web 2.0 and SME internationalisation Jim Bell and Sharon Loane  5. Why do people read reviews posted on consumer-opinion portals? Jamie Burton and Marwan Khammash  6. Counter-brand and alter-brand communities: the impact of Web 2.0 on tribal marketing approaches Bernard Cova and Tim White  7. Tribal mattering spaces: Social-networking sites, celebrity affiliations, and tribal innovations Kathy Hamilton and Paul Hewer  8. ‘It’s Mine!’ ? Participation and ownership within virtual co-creation environments Tracy Harwood and Tony Garry  9. Interaction of regional news-media production and consumption through the social space Finola Kerrigan and Gary Graham  10. Consumer-managed profiling: a contemporary interpretation of privacy in buyer?seller interactions Alexander E. Reppel and Isabelle Szmigin  11. Effectiveness of online advertising channels: a price-level-dependent analysis Andrea Spilker-Attig and Malte Brettel  12. Practitioner prognostications on the future of online marketing Michael J. Valos, Michael T. Ewing and Irene H. Powell