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Sylvie Lacoste
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دانلود کتاب Perspectives on social media ant its use by key account managers
by Sylvie Lacoste|
|
عنوان فارسی: دیدگاه های رسانه های اجتماعی در استفاده از آن توسط مدیران کلیدی حسابداری |
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جزییات کتاب
Social media has recently received increased attention from practitioners and academics. Although social media
helps build relationships, no academic study to date has investigated the use of social media by key account
managers, although building and developing relationships with key customers are at the core of these managers'
expertise. This research contributes to building the first level of understanding of howkey account managers use
social media and the major issues. To address this topic, we perform a qualitative research study using the
grounded theory methodology. We present a model of key account managers' use of social media derived
from our empirical data and relate it to a key customer engagement model.
helps build relationships, no academic study to date has investigated the use of social media by key account
managers, although building and developing relationships with key customers are at the core of these managers'
expertise. This research contributes to building the first level of understanding of howkey account managers use
social media and the major issues. To address this topic, we perform a qualitative research study using the
grounded theory methodology. We present a model of key account managers' use of social media derived
from our empirical data and relate it to a key customer engagement model.
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