SOCIAL MEDIA: EFFECTS ON MARKET SHARE IMPROVEMENT IN SERVICE INDUSTRY
CHAPTER ONE BACKGROUND TO THE STUDY INTRODUCTION BACKGROUND OF THE STUDY “Marketing and marketing communications mix is changing. New insights, new tools, new opportunities and new challenges are emerging as the 21st century progresses. The world’s 61/4 billion consumers and almost 400 million business customers are becoming increasingly accessible” (Smith and Taylor, 2004, p 4) which makes them ready targets for new global competitors. “Marketing has moved from ‘customer acquisition’ (winning new ...
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