(e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The …

, let alone how these measures inform marketing strategy. This article attempts to bring clarity to the situation by … adopting an integrated marketing communications perspective. By screening extant metrics for alignment with social media … social media marketing from an integrated marketing communications perspective is discussed. Finally, limitations of the …

networks and using consumers as marketing assets, marketers can enhance sales volumes, save marketing spending, and increase … profits. This paper (1) provides an overview of grouping phenomena in marketing. It then (2) points out different platforms of …

ocean strategies. Essentially, the traditional marketing strategies associated with the success of well-known brands in the … their implications to marketing strategy development. In light of this, this study examines fourteen (14) fundamental ‘game … changing' trends that are poised to impact the traditional practices and perceptions associated with marketing at the …

these social media can plan in the marketing mix. Our findings can be used by fashion retailers to inform their social media …