Social Media as a Strategic Tool to raise Customer Brand Awareness. Using the Example of India

      Аннотация: This book deals with social networks as strategic marketing tool to contribute to a further understanding for organizations to raise customer brand awareness, with special regard to emerging markets, using the example of India. The general role of social networks in a marketing and a business context, their implementation, definition and classification are investigated in order to provide a general overview about its touch point with business and marketing. In connection customer brand awareness, the process of becoming aware and how it is connected with social networks and the today’s customer behavior in emerging markets will be analyzed. More precisely, the author highlights specific features about India, including economic and social aspects and the link to the current state of social network.

Ключевые слова: Emerging Markets, Marketing, Marketing, Social Media, Customer Awareness, brand awareness