The multiplier effect of social business tools

• Autores: David Kiron
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 55, Nº 4, 2014, págs. 1-7
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • B Bonin Bough, who goes by Bonin Bough, is vice president of global media and consumer engagement for Mondelez International. His role, he says, is to think about how we transform the way we engage consumers from a communications standpoint. In this interview, Bough explains how social media can help increase the reach of TV ads, how the company is using geo-location marketing to target customers on their morning commutes and how the company's Mobile Futures program helped to bring innovation into the company.