Digital marketing and social media: Why bother?

Changes in consumer behavior require firms to rethink their marketing strategies in the digital domain. Currently, a significant portion of the associated research is focused more on the customer than on the firm. To redress this shortcoming, this study adopts the perspective of the firm to facilita...

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Bibliographic Details
Published in:Business horizons 2014-11, Vol.57 (6), p.703-708
Main Authors: Tiago, Maria Teresa Pinheiro Melo Borges, Veríssimo, José Manuel Cristóvão
Format: Article
Language:English
Subjects:
Budget spending
Consumer behavior
Digital marketing
Digital media trends
Market strategy
Marketing management
Social metrics
Social networks
Studies
Technology adoption
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