2 options
Johnson & Johnson's strategy with Motrin : the growing pains of social media / Kathryn Eisele, Patrick Fishburne, James S. O'Rourke.
- Format:
- Book
- Author/Creator:
- Eisele, Kathryn, author.
- Fishburne, Patrick, author.
- O'Rourke, James S., IV, 1946- author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- Johnson & Johnson Consumer Products.
- Pharmaceutical industry--Marketing.
- Pharmaceutical industry.
- Social media--Economic aspects.
- Social media.
- Internet marketing.
- Physical Description:
- 1 online resource.
- Other Title:
- Johnson and Johnson's strategy with Motrin
- Place of Publication:
- London : SAGE Publications Ltd, 2017.
- System Details:
- text file
- Summary:
- Johnson & Johnson experienced the rapid spread of negative backlash through social media channels in response to an online Motrin advertisement. The incident raises a discussion on the opportunities and risks of using social media in marketing and communications outreach, as well as how social media efforts should align with the companys overall business objectives.
- Notes:
- Originally published: Eisele, K., Fishburne, P., & ORourke, J. S. (2010). Johnson & Johnsons strategy with Motrin: The growing pains of social media. 10-10. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781526405227
- OCLC:
- 1017732742
- Access Restriction:
- Restricted for use by site license.
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