Classification And Nature Of The Literature Review

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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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