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Getting closer to the customer

Getting closer to the customer Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – The arrival of Web 2.0 represents one of the more striking technological developments of the new century. Social media has taken the Internet to new heights by enabling users to exploit different platforms to generate and share content. Business organizations have wisely become attuned to this trend. An increasing number are thus exploiting the scope of social media platforms as a means to target customers effectively. The ability of such media to transform the way information is exchanged furthers their appeal. Consumers are now able to actively engage with one another and also communicate more productively with firms. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Getting closer to the customer

Strategic Direction , Volume 30 (11): 4 – Oct 7, 2014
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0258-0543
DOI
10.1108/SD-09-2014-0125
Publisher site
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Abstract

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – The arrival of Web 2.0 represents one of the more striking technological developments of the new century. Social media has taken the Internet to new heights by enabling users to exploit different platforms to generate and share content. Business organizations have wisely become attuned to this trend. An increasing number are thus exploiting the scope of social media platforms as a means to target customers effectively. The ability of such media to transform the way information is exchanged furthers their appeal. Consumers are now able to actively engage with one another and also communicate more productively with firms. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Journal

Strategic Direction – Emerald Publishing

Published: Oct 7, 2014

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