Academia Meets Social Marketing

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Marketing has always had an uneasy relationship with academia. However, with the rise of social media and its transformative impact on digital marketing, there’s a new imperative to look towards academia — to understand how people form networks, influence each other and organize into online communities.

This article highlights some of the thinking we should look towards while navigating the uncharted territories of marketing on the social Web. It is impossible to be comprehensive, so treat this as a sampling encompassing some key thoughts in academia and how they should impact marketing.

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