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商品編號： 9-714-C16 出版日期： 作者姓名： Mikolaj Jan Piskorski; Ryan Johnson 商品類別： Other 商品規格： 再版日期： 地域： 產業： 個案年度： -
商品敘述：
Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional" advertising through new mediums. In doing so, the team hoped to build online communities to foster a closer relationship with its consumers. By 2012 Nike had committed to a social strategy that linked product with experience. Soon the company will discover if this strategic jump will be reflected on the bottom line.
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