The Role of Exigencies in Marketing - A Rhetorical Analysis of Three Online Social Networks

ISBN-13: 9783836421867 / Angielski / Miękka / 2007 / 116 str.

Greg Martin

Opis

Over the last few years, the use of online social networks has increasedexponentially, and some of these "virtual communities" are among the mostvisited sites on the Internet. With this boom in popularity has also come a risein the need for marketing within these spaces, and very little academicliterature exists on how to best utilize this new and budding arena foradvertising ventures. Traditional business approaches to marketing are nolonger adequate, as online environments have completely radicalized theadvertising landscape. This book, therefore, provides a new metric of successfor social network marketing, supplemental to the more traditional costanalysis that most marketing developers currently use. Three separate,distinctly different instances of marketing within virtual communities areanalyzed rhetorically, derived from Bitzers concept of the "rhetoricalsituation," among other ideas. The analysis should help shed some light onthis new and exciting advertising environment, and should be especiallyuseful to professionals in Communications and Marketing fields, or anyoneelse who may be considering utilizing online communities for marketingefforts.