In pursuit of an effective B2B digital marketing strategy in an emerging market
Sign Up to like & getrecommendations! Published in 2019 at "Journal of the Academy of Marketing Science"
DOI: 10.1007/s11747-019-00687-1
Abstract: In business markets, firms operating in developing economies deal with burgeoning use of the internet, new electronic purchase methods, and a wide range of social media and online sales platforms. However, marketers are unclear about… read more here.
Keywords: emerging market; marketing; social media; b2b ... See more keywords
Mediated Public Diplomacy Redefined: Foreign Stakeholder Engagement via Paid, Earned, Shared, and Owned Media
Sign Up to like & getrecommendations! Published in 2019 at "American Behavioral Scientist"
DOI: 10.1177/0002764219835279
Abstract: Mediated public diplomacy literature examines the engagement of foreign audiences by governments via mediated channels. To date, scholars have examined the competitive contest between global rivals in promoting and contesting one another’s frames as reflected… read more here.
Keywords: shared owned; mediated public; owned media; foreign stakeholder ... See more keywords