Coverart for item
The Resource Maersk Line : B2B social media "Its communication, not marketing", Zsolt Katona, Miklos Sarvary

Maersk Line : B2B social media "Its communication, not marketing", Zsolt Katona, Miklos Sarvary

Label
Maersk Line : B2B social media "Its communication, not marketing"
Title
Maersk Line
Title remainder
B2B social media "Its communication, not marketing"
Statement of responsibility
Zsolt Katona, Miklos Sarvary
Creator
Contributor
Author
Subject
Genre
Language
eng
Summary
The case describes the launch of a social media platform by the largest container shipping company in the world. Students will have the opportunity to thoroughly evaluate the campaign, which by observable criteria, has done extremely well. The case provides details on the various platforms used, the nature of content provided on each, and the associated budgets (including headcount). The budget figures are particularly interesting because they permit a rich discussion around the social media programs ROI. The case ends with the question: "How to move forward?" This provides an opportunity to discuss the organizational aspects of the program launch, which are far more problematic. Students can appreciate the issues arising from scaling up the program and making it better, integrating it in the companys overall marketing effort
Member of
Cataloging source
CaToSAGE
http://library.link/vocab/creatorName
Katona, Zsolt
Dewey number
302.231
Illustrations
illustrations
Index
no index present
LC call number
HM742
LC item number
.K38 2017
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
Sarvary, M.
Series statement
SAGE Knowledge. Cases
http://library.link/vocab/subjectName
  • Social media
  • Organizational change
Target audience
specialized
Label
Maersk Line : B2B social media "Its communication, not marketing", Zsolt Katona, Miklos Sarvary
Instantiates
Publication
Note
  • Originally published in Katona, Z., & Sarvary, M. (2014). Maersk Line: B2B social media "its communication, not marketing". The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000000677
Extent
1 online resource
Form of item
online
Isbn
9781526409300
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote
Label
Maersk Line : B2B social media "Its communication, not marketing", Zsolt Katona, Miklos Sarvary
Publication
Note
  • Originally published in Katona, Z., & Sarvary, M. (2014). Maersk Line: B2B social media "its communication, not marketing". The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000000677
Extent
1 online resource
Form of item
online
Isbn
9781526409300
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote

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