New media needs new marketing
Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – The internet, and particularly social networking, has turned traditional marketing on its head. Customer conversations and interactive relationships with sellers have rendered many marketing practices obsolete. Organizations need to understand the social media, re‐think where they spend, and learn how to determine ROI in an increasingly digital world. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
Year of publication: |
2012
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Published in: |
Strategic Direction. - Emerald Group Publishing Limited, ISSN 1758-8588, ZDB-ID 2089990-7. - Vol. 28.2012, 6, p. 24-27
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Publisher: |
Emerald Group Publishing Limited |
Subject: | Advertising | Brands | Customer choice | Feedback | Internet | Marketing | Social media | Social networking | Strategic marketing |
Saved in:
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