tailieunhanh - Lecture Marketing (12/e): Chapter 19 – Kerin, Hartley, Rudelius

Chapter 19 - Using social media to connect with consumers. After reading chapter 19, you should be able to: Define social media and describe how they differ from traditional advertising media, identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions, describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network.

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