C/M/446. Master's Dissertation + Proposal. Usability of Blogs in Marketing of Brands

The current dissertation is focused to provide an analysis of the impact of blogs on the marketing strategy of brands. This aim of the study has been achieved through a number of objectives, which include highlighting the importance of information technology in the marketing function of firms; understand the concept of blogging and its relevance to the business functions; highlighting the usage of blogs to achieve marketing strategies; and describing the effects of emerging technologies on the interaction of marketing and blogging. The research has used tools like strategic alignment for the purpose of analysis of impact of blogging on the marketing function of businesses. It has suggested that generically there are two competencies that can be achieved by companies with the help of tactical usage of blogs. These competencies have been mentioned as effective and efficient communication and knowledge management. The research has also highlighted the impact of blogs on each marketing mix element and concluded that blogs can be source of achieving equilibrium between standardization and adaptation in the light of market segments. Proposal to this dissertation is enclosed.