'I love PEMCO' : Creating conversation worthy buzz in the insurance industry with word of mouth marketing
Tuzovic, Sven & Brooks, Rod (2013) 'I love PEMCO' : Creating conversation worthy buzz in the insurance industry with word of mouth marketing. In Bruhn, Manfred & Hadwich, Karsten (Eds.) Dienstleistungsmanagement und Social Media : Potenziale, Strategien und Instrumente Forum Dienstleistungsmanagement. Springer Gabler, Wiesbaden, Germany, pp. 593-610.
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Surveys by PR-COM, a communications agency, indicate that leading German companies (1) have not recognized the relevance of social media yet or (2) have difficulties with implementing the concept (Meiners et al. 2010).
For example, a survey among DAX-companies indicates that their social media activities are “lückenhaft und halbherzig” (PR-COM 2009). Another survey in the German IT industry shows that less than a third had a German and/or English blog (PR-COM 2010), even though blogging is considered a key tool for marketing communications. However, firms “that are not present on social media run the risk of not being in the position to build a positive reputation or to correct negative comments” (Meiners et al. 2010).
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|Item Type:||Book Chapter|
|Keywords:||PEMCO, Creating Conversation, Insurance Industry, Word of Mouth Marketing|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Deposited On:||06 Aug 2015 22:33|
|Last Modified:||06 Feb 2016 07:21|
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