In my research I will discuss the social media phenomena and how much it influenced marketing strategy in the past years. The amount of studies on the subject show how important it is. It is not my intention to discuss only the negative impact of the Internet; the material will be used interrelated to the more specific marketing uses of the Brand concept and the social media spread in order to increase business efficiency. Follows a brief introduction to part of the bibliography I will use.
1.) Philip Kotler & Kevin l. Keller - Marketing Management (14th Edition)
The book is on its 14th reviewed and updated edition, studying the challenges that crisis and “the Internet” have brought to the table, and Marketers have to face in order to succeed. …show more content…
Also, the great added value of listening to the customers, focus on the art of creating a relationship that brings some sort gain to both parts and the importance of creating an identity.
The introduction to the 4th part says “A strong brand commands intense consumer loyalty—at its heart is a great product or service.” (Kotler &Keller, 2014, p.240). The concept of “brand” and the advantages that a loyal customer base present to any business are at the basis of my research.
The source 's reliability is asserted by the fact that both authors are Professors at Ivy League Universities and well-known in the Marketing Community around the World not only in the USA (meaning international acknowledgment of their theories and validity of their applications). “Marketing Management” is considered The book about marketing. Since its first edition in 1967 “It applied rigorous analysis and mathematical methodology to the practice of marketing, something that had never been done before”(The …show more content…
I consider it relevant first because when a bureaucratic institution as a Government put some effort on studying a fact, it means that there is some kind of interest in that specific fact that can be used on actions to prevent or promote something in the society. The other reason is that in this study we can find information about the use our teens make of the Internet. It helps building a broader picture of the general impact of the
1.) Philip Kotler & Kevin l. Keller - Marketing Management (14th Edition)
The book is on its 14th reviewed and updated edition, studying the challenges that crisis and “the Internet” have brought to the table, and Marketers have to face in order to succeed. …show more content…
Also, the great added value of listening to the customers, focus on the art of creating a relationship that brings some sort gain to both parts and the importance of creating an identity.
The introduction to the 4th part says “A strong brand commands intense consumer loyalty—at its heart is a great product or service.” (Kotler &Keller, 2014, p.240). The concept of “brand” and the advantages that a loyal customer base present to any business are at the basis of my research.
The source 's reliability is asserted by the fact that both authors are Professors at Ivy League Universities and well-known in the Marketing Community around the World not only in the USA (meaning international acknowledgment of their theories and validity of their applications). “Marketing Management” is considered The book about marketing. Since its first edition in 1967 “It applied rigorous analysis and mathematical methodology to the practice of marketing, something that had never been done before”(The …show more content…
I consider it relevant first because when a bureaucratic institution as a Government put some effort on studying a fact, it means that there is some kind of interest in that specific fact that can be used on actions to prevent or promote something in the society. The other reason is that in this study we can find information about the use our teens make of the Internet. It helps building a broader picture of the general impact of the