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- W2568380041 endingPage "40" @default.
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- W2568380041 abstract "Social media has changed the way in which organizations interact with consumers, altering the way they build relationships with consumers. This chapter starts by detailing how social media has disrupted the traditional marketing mix, followed by a brief discussion on problems arising when defining the term. Subsequently the problems arising with social media being used as a strategic tool are outlined, followed by a discussion on the characteristics of social media and how this has affected the marketing strategy for organizations. This is followed by a recognition of the multiple platforms present within the social media environment and how this has been affecting both research and practice. The chapter ends by summarizing the key points, future research directions, and recommendations for practitioners." @default.
- W2568380041 created "2017-01-13" @default.
- W2568380041 creator A5008149764 @default.
- W2568380041 creator A5059326902 @default.
- W2568380041 creator A5081524121 @default.
- W2568380041 date "2017-01-01" @default.
- W2568380041 modified "2023-10-16" @default.
- W2568380041 title "The New Marketing Environment" @default.
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