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Integrating Social Media in Marketing Mix by Jummy BMS is a document available to read on EtoBox.

This paper explores the integration of social media into traditional marketing mix models, particularly focusing on the liquor industry in Italy. It highlights a shift from static advertising to interactive consumer engagement through social media, suggesting that firm participation should be considered a new element of the marketing mix. The study emphasizes the need for further research on the effective use of social media by firms of varying sizes to enhance marketing strategies and consumer interaction.

Author

Jummy BMS

Language

EN