From the Periphery to the Core: As Online Strategy Becomes Overall Strategy, Marketing Organizations and Agencies Will Never Be the Same

Edelman, David

doi:10.2501/s0021849907070146

Cited by 41 publications

(17 citation statements)

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“…While the website is only one viewpoint on the organization, research suggests online presence is an important signal and tool used by stakeholders to draw conclusions about both for-profit (Edelman, 2007) and NPO (Long and Chiagouris, 2006) entities. Additionally, such research is rendered more feasible by the vast information available on most organizations' websites.…”

Section: Methodology and Subject Nposmentioning

confidence: 99%

“…One inherent limit of this study is the data collection method, primarily via NPO websites. As mentioned previously, websites offer only one viewpoint on the organization but it is an important source from which stakeholders draw conclusions regarding organizations (Long and Chiagouris, 2006;Edelman, 2007). In conducting this research, we have compensated for this restriction in methodology through exploratory interviews with NPO leaders and consultants.…”

Section: Npo Brand Management Implications Recommendations and Suggmentioning

confidence: 97%

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NPO branding: preliminary lessons from major players

Keller

Dato-on

Shaw

2009

J of Philanthropy and Mktg

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Are nonprofits (NPOs) exhibiting the brand orientation believed to be critical to successful outcomes? To answer this question, we investigate the brand orientation and brand management of the Young Men's Christian Association (YMCA), American Red Cross (ARC), and The Salvation Army to assess the implementation of brand concepts in two different locations within the USA compared to each agency's central body. Despite the support of some propositions, there exists inconsistent evidence of strong brand management in the organizations studied. The variation of brand visuals, missions, and taglines indicates that good structure, policy, and guidelines are not enough. There must be true brand orientation, which includes oversight of consistent application of all brand constructs to achieve organizational goals. This study provides a framework upon which future in‐depth empirical research may be based. The authors outline these next steps as a foundation for enhancing the study and practice of brand management in NPOs. Copyright © 2009 John Wiley & Sons, Ltd.

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Section: Methodology and Subject Nposmentioning

confidence: 99%

Section: Npo Brand Management Implications Recommendations and Suggmentioning

confidence: 97%

NPO branding: preliminary lessons from major players

Keller

Dato-on

Shaw

2009

J of Philanthropy and Mktg

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“…En este modelo nos encontramos con un nuevo usuario que no es sólo receptor sino también gestor y productor y que tiene un perfil más complejo que el anterior concepto de audiencia ya que los usuarios en este contexto son personas activas, gestoras y productoras -en mayor o menor grado-de su propia situación de comunicación En el nuevo paradigma de la comunicación el receptor se sitúa en el centro y el rasgo más característico del proceso de comunicación es que toma el control. Es precisamente este aspecto el que nos ha ayudado a entender el fenómeno de la interactividad en la comunicación en su sentido más amplio, el usuario no sólo elige los contenidos, sino que tiene control sobre su desarrollo (Edelman 2007;Frutos, 2007b). Los propios usuarios son los que dan forma al medio, en un principio el medio ofrecía el acceso a una gran cantidad de información, de hecho este aspecto sigue siendo el más utilizado por el 84% de los usuarios Europeos y el 61% de los usuarios en España.…”

Section: Revista Icono 14unclassified

Influencia del microsite en la imagen de marca a través de experiencias significativas

Torres

Valle

Jiménez

2012

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Nowadays companies and Institutions are conscious of the communication potential of the Internet as a tool to create an active relationship with their publics. To reach this purpose they design communication strategies aim to enhance a interactive relationship with the brand. The microsites represent a facility to be on the Internet that also represents a way to increase the user-brand relationship.This study evaluates the microsite and its influence as corporative communication tool and the impact into the brand image building. We conducted an empirical study taking three communication actions belonging to a well known brands and each one represents a different communications strategy. The three actions were launched through microsites that were visited and evaluated for a sample of 41 people. The results show that microsites evaluation can be explained by three dimensions: entertainment, agreeable and information degree value. It has been proved that experienced generated by the microsite visit is different depending on communication strategy and contributes in a different way to the brand image attitude.

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“…Thus marketers can make changes to their marketing mix, products, services etc. based on what is working "now" (Edelman, 2007;Landry at al., 2007). According to Precourt (2010), listening contributes to brand strategy and tactics; helps assess competitor risk and deal with public issues, thereby increasing marketing effectiveness.…”

mentioning

confidence: 99%

“…Most authors concur on social media being a rich mine of valuable consumer insights. According to Edelman (2007), the online environment can provide organizations structural asset, scale and process advantages in terms of a proactive devoted customer base, consumer data available online and new campaign concepts respectively. In his book "Join the …”

mentioning

confidence: 99%

An Exploratory Study on the Use of Social Media for Social Marketing

Sharma¹

2014

IRJMIS

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Social media refers to the online media that allows multi-directional conversations and real time interactions such as social networking sites (SNS), blogs, discussions forums, content sharing, social bookmarks, wikis etc. Over the last decade, social media marketing has become a key focus area for both marketing practitioners and researchers. This paper focuses on the impact of social media in the domain of social marketing. For this study, we consider previous academic research in the area of social media and social marketing published in eminent research journals and management. After creating a summative background of social media and social marketing, we propose a model to understand the role of social media as a catalyst in the process of social change. Finally, we present two cases where social media played a significant role as a social catalyst.

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From the Periphery to the Core: As Online Strategy Becomes Overall Strategy, Marketing Organizations and Agencies Will Never Be the Same

Cited by 41 publications

References 0 publications

NPO branding: preliminary lessons from major players

NPO branding: preliminary lessons from major players

Influencia del microsite en la imagen de marca a través de experiencias significativas

An Exploratory Study on the Use of Social Media for Social Marketing

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