Applying Facebook as an initiative in Marketing Process
Marketing is a critical aspect to any business as it involves the promotion of the company’s products and services. Incorporation of all marketing strategies is undertaken through well outlined marketing initiative. Marketing initiative is basically anything which is defined clearly as a marketing endeavor. It is essentially anything precise that is contained in a marketing plan. It can be in the form of a theme, a method, as well as a shift in the way one is marketed in large scale. Generally, marketing initiative is a shift of the idea of promoting and it is a broad term which incorporates change and implementation initiative of the promotion of an organization. In this regard, marketing initiative incorporates three categories which include: cause promotion, corporate social marketing, and cause-related marketing, (Hessekiel, 2012). This paper will explore the marketing process adopted by BHP Billiton Limited (BHP) in Australia. The business is the world’s largest company majoring in natural resources. Its core objective “is to create long-term value for shareholders through the discovery, development and conversion of natural resources, and the provision of innovative customer and market-focused solutions,” (BHP Report, 2010). It is a multinational corporation which has its genesis from Britain and has expanded tremendously to the bigger Europe, Asia and also in Australia.
De Vries, L., Gensler, S., & Leeflang, P. H. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal Of Interactive Marketing, 26 (2), 83-91.
Gretzel, U., Kang, M., & Lee, W. (2008). Differences in consumer-generated media adoption and use: A cross-national perspective. Journal of Hospitality Marketing & Management,17
Hennig-Thurau, T. et al. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18 (1), 38-52.