Blogs and the Marketing Mix

Blogs and the Marketing Mix (2006) Boston University School of Management Case (Fournier and Spiliakos)

Examples illustrate the inherent ability of blogs to both disseminate information across the internet at an exponential rate and act as a powerful and influential consumer advocate tool. The iPod battery case also raises questions as to the potential effects of blogs on such issues as brand identity, brand equity, positioning and stewardship. This note will explore these issues and others in an attempt to understand the power, utility and viability of blogs as effective corporate marketing tools.

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