MGT252H5 Lecture Notes - Lecture 2: Viral Marketing, Social Marketing, Strategic Planning
Document Summary
United airlines brand was damaged due to this songs outbreak due to lack of customer service. After the song blew up, united contacted the singer and ofered him compensation and asked if they could use his song for training purposes. United handled it well by being apologetic rather than ighting it back. This can be a great opportunity for the brand image. Viral marketing using preexisting social network and creating a viral process to spread information or raise awareness of brand (i. e. lg video in elevator) Blair witch project used viral marketing over the radio by pretending to be a real documentary. Social marketing using commercial marketing for bringing social change. Can be analyzed using marketing mix (i. e. tools of change, stop aids, Marketing environment includes the forces outside the marketing unit that afect marketing management"s ability to build and maintain successful relationships with customers.
