Marketing to the Social Web

Larry Weber

This book argues that marketers are no longer in charge of the message or how it is received, but are at the mercy of social networks, that influence their own content, make their own judgments and decide whether to bestow favour.

It further argues that digital marketing and the use of social media has changed the way organisations create and sustain relationships with their customers, creating more of a two-way dialogue based on facts and experiences, rather than on traditional marketing claims and advertising puffery.

This book will be very useful for those traditional marketers who have not yet appreciated that the marketing landscape and the role of marketing communications has changed forever.

Author details:             www.thelarryweber.com

Publisher details:         www.wiley.com