Consumers can be a fickle lot, quickly abandoning a brand if the company behind it stumbles or

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Consumers can be a fickle lot, quickly abandoning a brand if the company behind it stumbles or something new catches their attention. Is it risky for GoPro to rely on social media so heavily? Should it invest more heavily in conventional advertising to guard against a potential cooling off in the social media sphere? Explain your answer.

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Business In Action

ISBN: 9780134129952

8th Edition

Authors: Courtland Bovee

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