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.
We examine Starbucks’ entry strategy in India, as well as the antecedents to the entry. Employing Dunning's eclectic paradigm and Ghemawat's AAA framework...
In the age of connected customers, organizations are increasingly devoted to social and group marketing. In doing so, firms need to consider not only...