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Home > Strategy, Leadership and Entrepreneurship > (High) Beyond Traditional Marketing
Podcast: Strategy, Leadership and Entrepreneurship
Episode:

(High) Beyond Traditional Marketing
Category: Education
Duration:
Publish Date: 2011-09-23 02:00:00
Description: "The equity of the Starbucks brand is based on a customer experience that is as relevant in Dubai, Shanghai and Madrid as it is in our home market in Seattle," Howard Schultz, CEO of Starbucks, told a Continuous Education session held on IESE's Madrid campus. What's more, social media have enabled Starbucks to cultivate a much higher level of emotional engagement with its customers. As such, he predicts that traditional media will play a subordinate role to social and digital media in the future.
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