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Marketing Communications: Integrating Offline and Online with Social Media
Description
Marketers have also got the opportunity of getting back into the boardroom as social media positions marketing at the centre of the business; listening to customers, extending the brand experience and reaching out and collaborating with stakeholders in previously entirely unimaginable ways, compared with just a few years ago. Social Media – if fully integrated – draws marketers into Product Portfolio Planning; New Product Development; Customer Engagement; Customer Relationship Management; Lifetime Values. In fact, social media has created a new Marketing Utopia – listening and engaging and effectively inviting customers to shape the future of the business. This requires new skills, which have been explored throughout the book. This 5th edition also has a subtle theme of creativity integrated throughout. Creativity – with structured processes and workflows behind it, combined with Social Media – can deliver significant results.
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