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Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interc...

Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interc...

When Anna Bianchi's grandchild asked, "Nanny, you do know I'm a girl, don't you?", Anna recognised this as a pivotal, and daunting, moment in their...