Why social engagement may be more important than marketing

• Autores: Gerald C. Kane
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 57, Nº 1, 2015, págs. 2-2
• Idioma: inglés
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• Resumen

  • Marketing today is not about what a company says. It's about what customers say about the company. In a Q&A, Carlos Dominguez, president and COO of social media management company Sprinklr, notes that while marketing is about getting people to want to talk to a company, customer service is about interacting with someone who is already invested in the brand. His goal: get companies to blend those tasks in ways that are radically different.