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Social networks: the future of marketing for small business

By Lisa Harris and Alan Rae

Abstract

Purpose – The authors review recent developments in online marketing strategy that demonstrate the growing power of online communities in building brand reputations and customer relationships. Design/methodologies/approach – This work draws upon the results of an ongoing research project that is investigating the use of new technologies by entrepreneurial growing businesses in the London area. A range of examples from our 30 case study businesses are drawn upon to illustrate some of the opportunities and threats associated with these new marketing priorities.<br/

Topics: HD28
Year: 2009
OAI identifier: oai:eprints.soton.ac.uk:80486
Provided by: e-Prints Soton

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Citations

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