Strategic Planning with Social Media

Prof Rajagopal

Chapter 3 in Managing Social Media and Consumerism, 2013, pp 45-65 from Palgrave Macmillan

Abstract: Abstract Different customer-centered marketing strategies and more general mechanisms for the Integration of various marketing channels are considered to be some of the strongest drivers of global business in the consumer goods sector. Multichannel marketing drives competitiveness and offers comparative options to consumers in determining their preferences. Globalization has helped to transform the business environment and consumer culture along the dimensions of economic geography, which can be evidenced with the growth of urban areas and shorter travel distances as businesses migrate closer to denser population centers, and generate competition among firms to take advantage of scale and trade in specialized products. Social networks have portrayed the concept of four Cs—convenience, comprehension, customization, and collaboration—in delivering consumer value and developing customer involvement.

Keywords: Social Medium; Market Orientation; Brand Equity; Social Media Platform; Brand Association (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28192-0_3

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DOI: 10.1057/9781137281920_3

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