El Marketing

Comment
This article is based on ‘‘Branding in the digital age: you’re spending your money in all the
wrong places’’ by David C. Edelman; ‘‘Social networks andopportunity recognition: a
cultural comparison between Taiwan and the United States’’ by Ma Rong, Yen-Chih Huang
and Oded Shenkar; and ‘‘Social networking: the corporatevalue proposition’’ by Joseph
Sexsmith and Robert Angel. David C. Edelman says the internet has upended how
consumers engage with brands. Marketers need to know atwhat touch points they are most
open to influence, and how they can interact with them at those points. Ma Rong et al
investigate the moderating effect of nationalcultural contexts on the relationship between
social networks and opportunity recognition. Joseph Sexsmith and Robert Angel argue that
the greatest obstacle todeveloping a smart systems view of social media is that
change-resistant marketers will cause C-Suite members to resist adopting it.
Keywords:
Advertising,
Brands,Customer choice,
Feedback,
Internet,
Marketing,
Social media,
Social networking,
Strategic marketing
References
Edelman, D.C. (2010), ‘‘Branding in the digital age:you’re spending your money in all the wrong
places’’, Harvard Business Review, December, pp. 62-9, ISSN 0017-8012.
Ma, R., Huang, Y. and Shenkar, O. (2011),‘‘Social networks and opportunity recognition: a cultural
comparison between Taiwan and the United States’’, Strategic Management Journal, Vol. 32 11,
November, pp. 1183-205,ISSN 1097-0266.
Sexsmith, J. and Angel, R. (2011), ‘‘Social networking: the corporate value proposition’’, Ivey Business
Journal, May/June, ISSN 1481-8248.