...—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management. Digital Marketing Social Networks Product Launch New Media Marketing Communication Social Media Marketing In April 2007 Jordan Passon, advertising director for Microsoft...

... for business marketers in terms of its uniqueness, advantages and challenges. Recognize the relationship between campaign objectives and the value proposition for the product. Understand the evolution of social media marketing from a probe-and-learn approach to a strategy-driven process. The initial test...

... on investment for the RE5 campaign and the implications for future campaigns? Had the Meteor tools provided comprehensive and actionable information, or was more work needed before these solutions could be widely used in advertising? How to measure the value and fully leverage social media marketing including...