Beyond Traditional Marketing
4,321 views · Published 29 September 2011 · 2:19 · Indexed 24 October 2026
Channel: IESE Business School · 2011 · Education
"The equity of the Starbucks brand is based on a customer experience that is as relevant in Dubai, Shanghai and Madrid as it is in our home market in Seattle," Howard Schultz, CEO of Starbucks, told a Continuous Education session held on IESE's Madrid campus. What's more, social media have enabled Starbucks to cultivate a much higher level of emotional engagement with its customers. As such, he predicts that traditional media will play a subordinate role to social and digital media in the future.
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