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Beyond Traditional Marketing

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Uploaded by on Sep 29, 2011

"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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