Trost examines how some large companies have been using social media to sell their products in Brazil, Russia, India, and China (BRIC). She investigates which success factors are crucial for
companies when implementing social media marketing in the most relevant social networks of the BRIC countries, the link between the relevance of the virtual world and the core of the emerging
markets, and the importance for globally operating companies to be present in digital social networks. She includes interviews and results of the quantitative analysis that led to her findings.
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