TY  - BOOK
AU  - Brennan,Bernie
AU  - Schafer,Lori
TI  - Branded!: how retailers engage consumers with social media and mobility
T2  - Wiley and SAS business series
SN  - 9780470768679 (hardback)
U1  - 658.872 22
PY  - 2010///
CY  - Hoboken, N.J
PB  - Wiley
KW  - Branding (Marketing)
KW  - Internet marketing
KW  - Online social networks
KW  - Social media
KW  - Economic aspects
KW  - Telemarketing
N1  - Includes index
N2  - "How retailers can create an effective strategy for using social media and mobility  Written in a blog format to help retailers experience interactive dialog in this rapidly growing communication vehicle, this book will create awareness of social networking and mobile technologies and the significant impact these channels are already having on retailers.  Provides specific examples of social media and mobility business applications  Explains why companies need to act now. Describes the analytical tools necessary to make informed decisions on the data. Demonstrates how to use social media to leverage brand equity across the entire business   Presents a process for building a comprehensive strategy and action plan. Explaining why retailers must become part of revolutionary social media tools, this book shows how to use the data gathered and how to create a strategy to implement a social media plan."--
ER  -