Marketers in today’s competitive world need an edge. This paper, written by the father of netnography, Professor Robert V. Kozinets, BBA, MBA, Ph.D., offers two of them.
First, it tells marketers to consider social media not just as a marketing tool, but as a way to continuously build high-level consumer insight.
Second, it offers a rigorous method based in anthropology for building social media data into applied cultural insights. That method is called netnography.
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