Strategic Marketing Using Online Review Data
This chapter explores strategic marketing opportunities using online review data. When collected, cleaned, and analyzed correctly, online review data provides a wealth of information that gives companies an opportunity to better align their product and service offering to their customers, analyze their competitive advantage, enhance customer engagement, streamline their marketing communication, create unique marketing content, and optimize pricing strategies. This chapter ends with a reflection on how online reviews feed an economy of trust and the need to be authentic, transparent, and honest in online review marketing. However, first, we need to understand what online review data does and ...
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