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TRADITIONAL vs. SOCIAL MEDIA AS A MARKETING COMMUNICATIONS TOOL IN FMCG SECTOR IN INDIA
| Content Provider | Semantic Scholar |
|---|---|
| Author | Banerjee, Baisakhi |
| Copyright Year | 2015 |
| Abstract | There is a dramatic change in the media landscape of today wherein traditional media is being supplemented by social media. Social media has emerged as a change agent. With the advent of Social media, there is shift from Customer Relationship Management to Partner Relationship Management. In the earlier years, companies used to employ only traditional media as a tool of marketing communications. They used to make use of Traditional media like Television, Newspaper, Magazines, Hoardings, etc as a tool of marketing communications. As far as FMCG Sector in India is concerned, organizations still have not optimally utilized the power of social media. They consider that social media alone cannot be effective as a marketing communications tool if it is not combined with traditional media. This Paper will compare traditional media and social media as a tool of marketing communications in FMCG Sector in India. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://apjor.com/downloads/1702201519.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
