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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Disentangling the Web: Losing Control and Loving It
內容大綱
The emergence of 'Web 2.0' tools such as blogs, Facebook and Twitter has significantly lessened the amount of control that organizations have over their messaging. Web 2.0 presents marketers with a dilemma: on the one hand, being talked about, shared and parodied on the Internet brings attention to a brand; on the other, it may not be the kind of attention the brand wants. The author provides three recommendations for organizations: lose the illusion of control; constantly monitor Web 2.0; and actively engage with your customers. He shows that in the end, while it might seem like a brand new playing field has emerged, in many ways, Web 2.0 returns us to two of the very foundations of Marketing: understand your customers deeply and develop active, engaged relationships with them.