... of marketing automation and of deriving value from social media. Findings Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation. Practical implications Social marketing will increasingly...

..., increase workforce productivity and effectiveness and accelerate innovation. Peter J. Korsten can be contacted at: peter.korsten@nl.ibm.com © Authors 2013 Social business Social media Social business tools Social marketing Transparency risks Customer experiences Customer...