Mahendra Heda 20th Nov 2013

Prof. Erin Karl Graduate English Reading and Writing

Social Media : New Hybrid element of promotion mix Business Horizon (2009) 52,357-365 Retrieved from www.sciencedirect.com This article from the Business horizon describes the importance and impact of social media on a consumer. According to the this article, social media marketing is the hybrid or key element of the marketing world as it allows the producer to talk to enormous number of customer about the product and also emphasises on the learning the efficient use of social media which will allow the managers of company to keep their promotion consistent with respect to the mission and vision of the company. This article mixes the learning process and at the same time emphasise on the wide application and reach of social media.

If you love something, let it go mobile : Mobile marketing and mobile media 4 x 4 Andreas Kaplan, Business Horizons (2012) 55, 129139 retrieved from www.sciencedirect.com This article describes how mobile marketing can be included into the promotion of a product and how influencing it could be for the consumers. The author also describes about the 4 Is of mobile marketing Individualise, Integration, Initiate and Involve and how these 4 Is can prove beneficial and can earn a lot for company. Also author points out how mobile marketing can be used for the sales promotion, loyalty program etc. This article distinctively stand out in the aspect of merging the human nature with the marketing along with using the mobile marketing.

Social media: an emerging dimension of marketing communication Journal of Management and Marketing Research 12 (Feb 2013) retrieved from www.proquest.com This article speaks about how the social media has changed the users or consumers of the product with respect to how they seek information and how social media made the consumer smart customer. It also emphasizes upon the cost effectiveness of the social media marketing. This article also points out the how effective social media could prove in hotel industry. It also describes the relation between trust and retention of customer and social media.