Academics tell us that Marketing is in decline. At the same time, Social Media are having an enormous influence on not just Marketing but on the organisation itself. This academic document, a précis of a dissertation, explores the parlous state of Marketing and asks if Social Media can assist in revitalising Marketing. 8 managers in 7 top brands are interviewed in an attempt to explore the powerful conceptual framework developed. The conclusion finds some common ground between academia and practitioners but establishes a clear difference of view on the degree of Social Media’s impact on Marketing, Strategy and the Organisation.
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