Social Media and Marketing – from INSEAD and IMD articles

Social Media and the Marketing Mix Model

By Joerg Niessing, INSEAD Affiliate Professor – in INSEAD Knowledge.

Listening tools can help companies determine social media ROI in terms of real financial impact. But this only works if consumer sentiment is part of a more holistic marketing mix model.

Check:

http://knowledge.insead.edu/blog/insead-blog/social-media-and-the-marketing-mix-model-3540#ykQMuR7gqJoopuqF.99

How Durex broke into the Chinese market using social media

By IMD Professor Misiek Piskorski – in IMD Newsletter.

Selling condoms in China is difficult. Just ask Reckitt Benckiser (RB), which in 2010 acquired Durex, seller of more than a quarter of the world’s condoms. Durex already held a 30% market share in China, but the market was small, as only one in 10 sexually active Chinese used condoms.

Check:

http://www.imd.org/research/challenges/TC063-14-condom-internet-china-misiek-piskorski.cfm?&MRK_CMPG_SOURCE=webletter-issue07-14&utm_source=DM&utm_medium=em&utm_campaign=webletter-issue07-14

Povl Tiedemann
September 2014

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