Marketers may still be a little leery of using new-media and consumer-generated media tactics in their plans. But, as Michael Bush finds, those companies that are excelling in this new marketing environment are discovering that taking the plunge is well worth the investment
As Delta Air Lines was preparing to exit bankruptcy, its marketing and communications departments wanted a way to break through the advertising clutter of the highly competitive travel industry.
In their discussions on how to do so, customer ...