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Social Network Marketing: Customer Value, CRM, and Competitive Actions
Abstract
This chapter reviews the specific character of marketing in Internet social networks from three different perspectives. The first concentrates on creating customer value in social networks. The focus of the second part is on a conceptual model of customer relationship management, which consists of five stages: defining, generating, communicating and delivering values for customer, as well as creating value for a company. The competitive actions taken by social networks are the subject of the third part of the chapter.
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