Franklin

Johnson & Johnson's strategy with Motrin [electronic resource] : the growing pains of social media / Kathryn Eisele, Patrick Fishburne, James S. O'Rourke.

Author/Creator:
Eisele, Kathryn, author.
Publication:
London : SAGE Publications Ltd, 2017.
Format/Description:
Book
1 online resource.
Series:
SAGE Knowledge. Cases.
SAGE Knowledge. Cases
Status/Location:
Loading...

Options
Location Notes Your Loan Policy

Details

Other Title:
Johnson and Johnson's strategy with Motrin
Subjects:
Johnson & Johnson Consumer Products.
Pharmaceutical industry -- Marketing.
Social media -- Economic aspects.
Internet marketing.
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.
Description based on XML content.
Contributor:
Fishburne, Patrick, author.
O'Rourke, James S., 1946- author.
ISBN:
9781526405227 (ebook) :
OCLC:
1017732742
Access Restriction:
Restricted for use by site license.