Traditional marketing media have been losing their effectiveness and digital marketing spend is on the rise. The author discusses and demarcates incognito, exposed, and unveiled social media campaigns that marketers have been utilizing in order to improve ROI, and illustrates the increasing prevalence of these unconventional approaches. A typology is presented and the managerial implications of entrepreneurial social media marketing campaigns are explored.
A consumer purchase map details the decision paths and key interactions customers encounter with a firm or brand as they move throughout the purchase process.
Producing reliable sales forecasts for new products is notoriously difficult. Traditional surveys have been popular for decades but they are relatively...