The impact of social media on customer communication and modern day marketing

The 21st century has been characterized by various developments, shifts and changes worldwide. Many of these shifts and changes, especially within a marketing context, have been fuelled by the nowadays omnipresent Internet and all the platforms and tools found within.  Businesses need to adapt their ways of interaction with their customers and clients. Here fore, several authors offer several approaches on which path to take in order to maximize the potential offered by the World Wide Web.

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