Classification And Nature Of The Literature Review

10297 Words Jun 23rd, 2015 42 Pages
ONTENTS

Chapter Title Page
DECLARATION………………………………………….. ii
ACKNOWLEDGEMENTS………………………………. Iii
QUOTATION……………………………………………... iv
ABSTRACT …………………………………………….... v
TABLE OF CONTENTS…………………………………. vi-xii
LIST OF TABLES………………………………………… xiii
LIST OF FIGURES……………………………………….. xiv
ABBREVIATIONS………………………………………… xv

Section I: Introduction

1 INTRODUCTION…………………………………………
1.1 BACKGROUND TO THE STUDY………………………
1.1.1 Introduction………………………………………………..
1.1.2 Importance of the Study………………………………....
1.1.3 Potential benefits of the Study…………………………..
1.2 RESEARCH PROBLEM, OBJECTIVES ANDSTRUCTURE……………………………………………..
1.2.1 The Research Problem…………………………………..
1.2.2 Parameters of the Study………………………………… 1.2.3 Approach to the Study…………………………………... 1.2.4 Research Objectives……………………………………..
1.2.5 Companies featured in the Research………………….. 1.3 STRUCTURE OF THE DISSERTATION……………….

Section II: Critical Literature Review

2 EXPLORING DIGITAL/ONLINE BRANDING AND STRATEGY……….
2.1 INTRODUCTION TO THE LITERATURE REVIEW…..
2.1.1 Aim of this Literature Review……………………………
2.1.2 Structure and Nature of the Literature Review………..
2.2 EXPLORING Social media and branding ………...
2.3 Digital Divide .................................................
2.3.1 Mckinsey’s Analysis and Strategies……………
2.3.2 Brand Communication ………………………….
2.3.3 Impact of the Internet on Strategy………………………
2.4 CHALLENGE TO THE HIEARCHY OF STRATEGIES
2.5 Branding Extension...........................
2.5.1 Brand…

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