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by Charlene Li, Josh Bernoff · Empresa Activa · tapa blanda · ISBN 9788492452194
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«El mundo Groundswell» is the business essay by Charlene Li and Josh Bernoff, published by Empresa Activa in paperback (384 pages, in Spanish).
The book analyses how consumers use blogs and social networks such as Facebook and MySpace to voice opinions about products and companies, forming spontaneous social movements online. With examples and statistical data, it explains to companies how to engage with this phenomenon and harness its potential.
Spanish edition published in 2009 in the Nuevos Paradigmas collection, translated by Sergio Raneda Delgado.
Of interest to marketing and communication professionals, and business students analysing the role of social networks in the market.
