TAILIEUCHUNG - Lecture Global marketing: Contemporary theory, practice, and cases: Chapter 14 - Ilan Alon, Eugene Jaffe

Chapter 14, using social media for global marketing. In this chapter, the following content will be discussed: An introduction to social marketing, the networked enterprise, the growth of global social marketing advertising, case studies of social marketing campaigns. | Chapter 14 – Using Social Media for Global Marketing Right now, a conversation is going on That conversation has your old customers talking to your former employees, while investors and prospective new customers review the conversation to help them make “informed” decisions about what to do next. Are you engaged in that conversation? Das Global Media McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Outline An Introduction to Social Marketing Cause-related marketing Social marketing networks Behavioral implications of networks The Networked Enterprise The Growth of Global Social Marketing Advertising Case Studies of Social Marketing Campaigns Starbucks; Kraft Legal aspects of social marketing Summary An Introduction to Social Marketing: Definitions Kotler and Zahman: The design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and market research. Kotler: Determining the needs, wants and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserve or enhances the consumer’s and the society’s well-being. SMI: The planning and implementation of programs designed to bring about social change using concepts from commercial marketing. 3 Cause-Related Marketing Cause-related marketing is an offshoot of the social marketing concept. Combines a cause with a for-profit firm to improve fund-raising for the former and profits for the latter The major difference between social and cause related marketing is the absence of a continuing relationship between the two. CRM campaigns are limited to a specific time frame Social marketing is long lasting. Social Marketing Networks A “group of Internet-based applications that build on the ideological and technological foundations of Web , which allows the creation and exchange

• Marketing - Bán hàng
• Global marketing
• Lecture Global marketing
• Contemporary theory
• Global marketing environments
• Social media
• Networked enterprise
• Global marketing strategies
• Global markets
• Global marketing systems
• Ebook Global Marketing
• Global marketing environment
• Global Market Entry Strategies
• Global marketing mix
• Global marketing channels
• Global marketing communications decisions
• Global vision
• The global economy
• High tech products
• Global marketing management
• Lecture Global marketing management
• Global marketing research
• Global marketing operations
• Designing global marketing systems
• Controlling global marketing systems
• Entering global markets
• Positioning for global markets
• Developing global products
• Setting global prices
• Global internet marketing
• Global cultural environment
• Global segmentation
• Global product policy decisions
• Global pricing
• Global communication strategies
• Global logistics