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Strategic Planning with Social Media

In: Managing Social Media and Consumerism

Author

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  • Rajagopal

    (ITESM)

Abstract

Different customer-centered marketing strategies and more general mechanisms for the Integration of various marketing channels are considered to be some of the strongest drivers of global business in the consumer goods sector. Multichannel marketing drives competitiveness and offers comparative options to consumers in determining their preferences. Globalization has helped to transform the business environment and consumer culture along the dimensions of economic geography, which can be evidenced with the growth of urban areas and shorter travel distances as businesses migrate closer to denser population centers, and generate competition among firms to take advantage of scale and trade in specialized products. Social networks have portrayed the concept of four Cs—convenience, comprehension, customization, and collaboration—in delivering consumer value and developing customer involvement.

Suggested Citation

  • Rajagopal, 2013. "Strategic Planning with Social Media," Palgrave Macmillan Books, in: Managing Social Media and Consumerism, chapter 3, pages 45-65, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28192-0_3
    DOI: 10.1057/9781137281920_3
    as

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