Authentically Engaging Your Customers

From Kellogg Insight: 

" ... For decades, one-off marketing campaigns were the biggest game in town.
Since the rise of the internet, however—and, in particular, the rise of social media— customer behavior has changed dramatically. Not only has social media become an essential tool for any marketing strategy (almost half of Facebook users have “recommended” a brand), customers today also expect their relationship with brands to go beyond the use value of their products. 

For Mohan Sawhney, clinical professor of marketing and McCormick Foundation Chair of Technology at the Kellogg School, that means it is time for marketing leaders to embrace a different approach. ...  "