There's a lot of blog posts in this area and a few reasonable textbooks aimed at undergraduates. I'm interesting in getting a feel for what SMEs in different countries should be doing to develop an online marketing strategy for the first time. Does this vary by country and/or culture? What are the trends that will shape digital marketing strategy in the medium term?
Robin Effing
We have studied the key elements of social media strategy that could provide you with some ideas. See my pubs.
Article The social strategy cone: Towards a framework for evaluating...
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