17.11 Kenneth Cole believes that his controversial tweets improve business and provoke conversation and awareness. Is this

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17.11 Kenneth Cole believes that his controversial tweets improve business and provoke conversation and awareness.

Is this an effective use of social media to engage customers with the brand? Why or why not? (AACSB:

Communication, Reflective thinking)

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Strategic Marketing Management

ISBN: 9781936572199

8th European Edition

Authors: Alexander Chernev, Philip Kotler

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