Applying netnography to the obtaining of the map of positioning for companies of food retail

Applying netnography to the obtaining of the map of positioning for companies of food retail

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Online communities have become a popular meeting place for consumers that allows them to share information. This article presents a marketing research technique as netnography, and applied to determine the positioning of food distribution companies. After collection and analysis of 506 valid message...

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Bibliographic Details
Main Authors: José S. Clemente Ricolfe, Carmen Escribá Pérez
Format: Article
Language:English
Published: Universidad del País Vasco (UPV/EHU) 2013-01-01
Series:Management Letters/Cuadernos de Gestión
Subjects:
Netnography
online marketing
positioning
food retail
Online Access:http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=daof&id=261

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