by Larry Weber · John Wiley & Sons Ltd · tapa dura · ISBN 9780470124178
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«Marketing to the Social Web» is Larry Weber's marketing essay, published by John Wiley & Sons Ltd in hardcover (240 pages, in English).
The book presents marketing as a dialogue between brands and customers, not as a one-way message. Larry Weber proposes using social networks like MySpace or YouTube to listen to the consumer, encourage participation, and build communities. It includes tools and platforms to apply these ideas and obtain immediate results.
The book's subtitle is «How Digital Customer Communities Build Your Business». Published in 2007.
Aimed at marketing professionals, executives, and brand managers seeking to adapt their strategies to the digital environment.
