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商品編號： 9-508-102 出版日期： 2008/04/14 作者姓名： Godes, David B. 商品類別： Marketing 商品規格： 51p 再版日期： 2008/05/15 地域： 產業： Internet services;Media & telecommunications 個案年度： 2008 -
商品敘述：
BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to communicate BzzAgent''s unique positioning: transparency. He sees the firm''s blog--the BeeLog--as a way for the firm to participate in conversations with clients, employees, and "agents." However, he has been unhappy with the level of interaction the blog has been generating, and is considering shutting it down. The case provides a context for a discussion about word of mouth marketing and social media, as well as about blogs specifically. It also provides examples of other corporate blogs, and allows for students to weigh the benefits and drawbacks of this potentially-important form of communication.
涵蓋領域：
Marketing strategy;Advertising media;Marketing;Advertising;Word-of-mouth marketing;Strategy
相關資料：
Case Teaching Note, (5-508-118), 17p, by David B. Godes;Spreadsheet Supplement, (XLS225), 0p, by David B. Godes
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