Guia docente 2013_14
Escuela de Negocios Caixanova
Grado en Administración y Dirección de Empresas
 Asignaturas
  Marketing digital y relacional
   Fuentes de información

·         GÓMEZ VIEITES, A. (2006): Marketing relacional, directo e interactivo. Ra-Ma, Madrid.

·         GÓMEZ VIEITES, A.; OTERO BARROS, C. (2011): Redes sociales y su aplicación empresarial. Ra-Ma, Madrid. 

·         COMM, J. (2010): Twitter Power 2.0: How to Dominate Your Market One Tweet at a Time. John Wiley & Sons, New Jersey.

·         EVANS, D. (2008): Social Media Marketing, an hour a day. Sybex, Indianapolis.

·         GODIN, S. (1999):  Permission Marketing. Simon and Schuster, New York.

·         HALLIGAN, B. (2010): Inbound Marketing: Get Found Using Google, Social Media, and Blogs. John Wiley & Sons, New Jersey.

·         KABANI, S. (2010): The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue. Benbella Books, Dallas.

·         LEVINE, R.; LOCKE, C.; SEARLS, D.; WEINBERGER, D. (2009): The Cluetrain Manifesto: 10th Anniversary Edition. Basic Books. New York.

·         LEWIS, D.; BRIDGER, D. (2000): The Soul of the New Consumer. Nicholas Brealy Publishing, Naperville.

·         LI, C.; BERNOFF, J. (2011): Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. Harvard Business Review Press, Boston.

·         MAQUIEIRA, J. M.; BRUQUE, S. (2009): Marketing 2.0. El nuevo Marketing en la Web de las redes sociales. Ra-Ma, Madrid.

·         NEWELL, F. (2000): Loyalty.com: Customer Relationship Management in the New Era of Internet Marketing. McGraw-Hill, New York.

·         PEPPERS, D.; ROGERS, M. (1993): The One-to-One Future: Building Relationships One Customer at a Time. Currency Doubleday, New York.

·         QUALMAN, E. (2009): Socialnomics: How Social Media Transforms the Way We Live and Do Business. John Wiley & Sons, New Jersey.

·         SAFKO, L. (2010): The Social Media Bible: Tactics, Tools, and Strategies for Business Success. John Wiley & Sons, New Jersey.

·         SCOTT, D. M. (2010): The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition. John Wiley & Sons, New Jersey.

·         SEYBOLD, P. (2001): The Customer Revolution: How to Thrive When Customers Are in Control. Crown Business, New York.

·         SOLIS, B. (2011): Engage, Revised and Updated: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. John

·         TROUT, J; RIVKIN, S. (2000): Differientiate or Die: Survival in our era of killer competition. John Wiley & Sons, New York.

·         WEINBERG, T. (2009): The New Community Rules: Marketing on the Social Web. O’Reilly Media, Sebastopol, California.

·         WOLLAN, R.; SMITH, N.; ZHOU, C. (2011): The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business. John Wiley & Sons, New Jersey.

·         ZARRELLA, D. (2010): The Social Media Marketing Book. O’Reilly Media, Sebastopol, California.

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