Digital Influence Unleash the Power of Influencer Marketing to Accelerate Your Global Business
This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly a...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Cham :
Springer International Publishing : Imprint: Palgrave Macmillan
2018.
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| Colección: | Springer eBooks.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b38015687*spi |
Tabla de Contenidos:
- 1 Introduction
- 2 Then vs. Now: Influencer Marketing (Re-Defined)
- 3 Levels of Influence: Key Characteristics of Modern-Day Influencers
- 4 A Global Phenomenon: The Rise of Influencers Around the World
- 5 Business to Consumer (B2C) Influencer Marketing Landscape
- 6 Business to Business (B2B) Influencer Marketing Landscape
- 7 Discover Influencers: Finding the Perfect Match
- 8 Engage Influencers: Developing an Effective Outreach Strategy
- 9 Collaborate with Influencers: Potential Paths to Take
- 10 Know the Risks: The Dark Side of Influencer Collaboration
- 11 Measure Success: What's the Return on Investment
- 12 Case Studies: Influencer Marketing Best Practices from Around the World
- 13 What's Coming: The Future of Influencer Marketing.
