How marketers promote value has changed dramatically since the arrival and proliferation of digital and social media. As such, ‘old school marketers’ need to retool to understand not only what roles these new media play but what relation they might have to more traditional approaches (e.g., sales, sales promotion, advertising, direct marketing…) to value promotion. Assuming the role of CMO (Chief Marketing Officer) write a departmental memo that introduces an in-service program to marketing veterans detailing what social/digital media offers the firm, the degree of fit to more traditional promotional tools, what kind of new skills/concepts they will need to learn to stay current and make a new-improved contribution to the firm’s promotional program.

How marketers promote value has changed dramatically since the arrival and proliferation of digital and social media. As such, ‘old school marketers’ need to retool to understand not only what roles these new media play but what relation they might have to more traditional approaches (e.g., sales, sales promotion, advertising, direct marketing…) to value promotion. Assuming the role of CMO (Chief Marketing Officer) write a departmental memo that introduces an in-service program to marketing veterans detailing what social/digital media offers the firm, the degree of fit to more traditional promotional tools, what kind of new skills/concepts they will need to learn to stay current and make a new-improved contribution to the firm’s promotional program.

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter10: Digital Marketing And Social Networking

Section: Chapter Questions

Problem 1DYMP

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