1、6300 英文单词， 3.3 万英文字符 ，中文 10800 字 文献出处： Berthon P R, Pitt L F, Plangger K, et al. Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategyJ. Business Horizons, 2012, 55(3):261-271. Marketing meets Web 2.0, social media, and creative consumers: I
2、mplications for international marketing strategy Pierre R. Berthon, Leyland F. Pitt, Kirk Plangger, Daniel Shapiro Abstract The 21st century has brought both opportunities and challenges in our global, boundaryless world. Importantly, managers face a dynamic and interconnected international environm
3、ent. As such, 21st century managers need to consider the many opportunities and threats that Web 2.0, social media, and creative consumers present and the resulting respective shifts in loci of activity, power, and value. To help managers understand this new dispensation, we propose five axioms: (1)
4、 social media are always a function of the technology, culture, and government of a particular country or context; (2) local events rarely remain local; (3) global events are likely to be (re)interpreted locally; (4) creative consumers actions and creations are also dependent on technology, culture,
5、 and government; and (5) technology is historically dependent. At the heart of these axioms is the managerial recommendation to continually stay up to date on technology, customers, and social media. To implement this managerial recommendation, marketers must truly engage customers, embrace technolo
6、gy, limit the power of bureaucracy, train and invest in their employees, and inform senior management about the opportunities of social media. KEYWORDS： International marketing strategy; Social media; Web 2.0;Creative consumers; Technology 1. Our constantly changing world Remember the heady days of Web 1.0? In one technological tsunami, consumers worldwide were able to interact with firms and each other on the multimedia platform that became known as the World Wide Web. The great majority o
