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N-REL:市场营销组织的社会化媒体营销战略行动的综合框架

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发布于 2018-4-26 16:26:39 | 显示全部楼层 |阅读模式
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外文标题: N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations
外文摘要: Despite the increasing and ubiquitous use of social media for business activities, scholar
research on social media marketing strategy is scant and companies deploy their social
media marketing strategies guided by intuition or trial and error. This study proposes a comprehensive
framework thatidentifies and classifies social media marketing strategic actions.
The conceptual framework covers actions that support both transactional and relationship
marketing. This research also positions social media marketing strategy and strategic
actions in the context of the marketing organization theory, and discusses the impact of the
incorporation of social media on the concept of marketing organization. The study offers
valuable theoretical insight on social media marketing actions and the deployment of social
media marketing strategies in companies. The investigation also provides hints about how
to maximize the benefits from social media marketing for customer-oriented, market-driven
organizations.
英关键词: Social media Social media marketing Marketing strategy Marketing organization Marketing organization theory N-REL Social media marketing actions
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译文标题: N-REL:市场营销组织的社会化媒体营销战略行动的综合框架
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