Marketing Communication Anthropology: Social Branding, Media Machines, Netnography The blog of Robert Kozinets, USC communication/marketing professor

March 21, 2012

Making Triangles: Marketing Positioning for the Social Media Age

ValknutA lot has changed about marketing  in the last decade. And therefore a lot has changed about marketing strategy in the last decade.

But our theories of  marketing strategy have stayed strangely the same.

I have been waiting for a reasonable solution the these challenges for over a decade. And while I have been waiting, I have also been working on a solution of my own.

I have cobbled together what I consider to be the best of existing theory and thinking, and tested it through MBA classrooms around the world with some of the best students in the world. And now I have tried to unify it into one theory, a theory that balances accuracy with elegance to try to answer the following question:

How Should We Analyze Marketing Positioning in this New, Complex, and Multifaceted Age of Many Media (traditional, new, and social)?

The Answer, It Turns out, Is In The Interlacing Tri-Triangular Shape of an Ancient Norse Symbol: The Valknut.

1 Comment »

  1. After using Netnography as a data collection and analysis method, can a researcher write up the results in a classical case study format (Yin)? In other words, can these two methods be combined?

    Comment by daphne00 — April 28, 2012 @ 6:59 am

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