03166nam a22004811i 4500 000711038 CaToSAGE 20240202172917.0 20170113114340.0 m|||||o||d|||||||| cr ||||||||||| 170109r20172011enka fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781473993891 (ebook) : No price (OCoLC)1017718672 CaToSAGE eng CaToSAGE rda pn UtOrBLW n us HD9696.8.U64 C577 2017 338.76102504 Sawhney, Mohanbir S., author. Cisco Systems : launching the ASR 1000 series router using social media marketing / Mohanbir Sawhney. London : SAGE Publications Ltd, 2017. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Originally published: Sawhney, M. (2011). Cisco Systems: Launching the ASR 1000 series router using social media marketing. 5-111-008 Evanston, IL: Kellogg School of Management at Northwestern University. This case focuses on Cisco Systems innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Ciscos bold plan to launch the ASR 1000 Series "virtually, visually, and virally" and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Business marketers normally adopt a more serious and traditional approach to marketing its products but in this case Cisco had decided to buck that trend by exploring digital tools and social gaming avenues which its target clientthe technical communitywere increasingly frequenting. Ciscos challenge lay in whether this new approach and resultant value proposition would resonate with its technical audience and give the ASR 1000 Router the kind of publicity it needed to have. The case is set at a time when social media was burgeoning as a promising way to engage consumers more deeply with brands and products, but marketers were still experimenting with the tools and tactics of social media for marketing. Description based on XML content. elektronické knihy fd186907 czenas Cisco Systems, Inc. olak2003164593 czenas electronic books eczenas Internet industry United States. Internetworking (Telecommunication) United States. Business enterprises Computer networks United States. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/cisco-systems-launching-asr-1000-router-using-social-media-marketing Plný text SBC EB NEPOSILAT EB