skip to content
Cisco Systems : launching the ASR 1000 series router using social media marketing Preview this item
ClosePreview this item
Checking...

Cisco Systems : launching the ASR 1000 series router using social media marketing

Author: Mohanbir S Sawhney
Publisher: London : SAGE Publications Ltd, 2017.
Series: SAGE Knowledge., Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This case focuses on Cisco Systems innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Ciscos bold plan to launch the  Read more...
Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

Find a copy online

Links to this item

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Mohanbir S Sawhney
ISBN: 9781473993891 147399389X
OCLC Number: 1017718672
Notes: Originally published: Sawhney, M. (2011). Cisco Systems: Launching the ASR 1000 series router using social media marketing. 5-111-008 Evanston, IL: Kellogg School of Management at Northwestern University.
Description: 1 online resource : illustrations.
Series Title: SAGE Knowledge., Cases.
Responsibility: Mohanbir Sawhney.

Abstract:

This case focuses on Cisco Systems innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Ciscos bold plan to launch the ASR 1000 Series "virtually, visually, and virally" and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Business marketers normally adopt a more serious and traditional approach to marketing its products but in this case Cisco had decided to buck that trend by exploring digital tools and social gaming avenues which its target clientthe technical communitywere increasingly frequenting. Ciscos challenge lay in whether this new approach and resultant value proposition would resonate with its technical audience and give the ASR 1000 Router the kind of publicity it needed to have. The case is set at a time when social media was burgeoning as a promising way to engage consumers more deeply with brands and products, but marketers were still experimenting with the tools and tactics of social media for marketing.

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/1017718672> # Cisco Systems : launching the ASR 1000 series router using social media marketing
    a schema:Book, schema:CreativeWork, schema:MediaObject ;
    library:oclcnum "1017718672" ;
    library:placeOfPublication <http://id.loc.gov/vocabulary/countries/enk> ;
    schema:about <http://dewey.info/class/338.76102504/> ;
    schema:about <http://experiment.worldcat.org/entity/work/data/4705967385#Topic/business_enterprises_computer_networks> ; # Business enterprises--Computer networks
    schema:about <http://experiment.worldcat.org/entity/work/data/4705967385#Topic/internetworking_telecommunication> ; # Internetworking (Telecommunication)
    schema:about <http://experiment.worldcat.org/entity/work/data/4705967385#Topic/internet_industry> ; # Internet industry
    schema:about <http://experiment.worldcat.org/entity/work/data/4705967385#Topic/internet_industry_united_states> ; # Internet industry--United States
    schema:about <http://experiment.worldcat.org/entity/work/data/4705967385#Place/united_states> ; # United States.
    schema:about <http://experiment.worldcat.org/entity/work/data/4705967385#Topic/internetworking_telecommunication_united_states> ; # Internetworking (Telecommunication)--United States
    schema:about <http://experiment.worldcat.org/entity/work/data/4705967385#Organization/cisco_systems_inc> ; # Cisco Systems, Inc.
    schema:about <http://experiment.worldcat.org/entity/work/data/4705967385#Topic/business_enterprises_computer_networks_united_states> ; # Business enterprises--Computer networks--United States
    schema:author <http://experiment.worldcat.org/entity/work/data/4705967385#Person/sawhney_mohanbir_s> ; # Mohanbir S. Sawhney
    schema:bookFormat schema:EBook ;
    schema:datePublished "2017" ;
    schema:description "This case focuses on Cisco Systems innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Ciscos bold plan to launch the ASR 1000 Series "virtually, visually, and virally" and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Business marketers normally adopt a more serious and traditional approach to marketing its products but in this case Cisco had decided to buck that trend by exploring digital tools and social gaming avenues which its target clientthe technical communitywere increasingly frequenting. Ciscos challenge lay in whether this new approach and resultant value proposition would resonate with its technical audience and give the ASR 1000 Router the kind of publicity it needed to have. The case is set at a time when social media was burgeoning as a promising way to engage consumers more deeply with brands and products, but marketers were still experimenting with the tools and tactics of social media for marketing."@en ;
    schema:exampleOfWork <http://worldcat.org/entity/work/id/4705967385> ;
    schema:inLanguage "en" ;
    schema:isPartOf <http://experiment.worldcat.org/entity/work/data/4705967385#Series/sage_knowledge> ; # SAGE Knowledge.
    schema:isPartOf <http://experiment.worldcat.org/entity/work/data/4705967385#Series/sage_knowledge_cases> ; # SAGE Knowledge. Cases
    schema:name "Cisco Systems : launching the ASR 1000 series router using social media marketing"@en ;
    schema:productID "1017718672" ;
    schema:url <http://sk.sagepub.com/cases/cisco-systems-launching-asr-1000-router-using-social-media-marketing> ;
    schema:workExample <http://worldcat.org/isbn/9781473993891> ;
    wdrs:describedby <http://www.worldcat.org/title/-/oclc/1017718672> ;
    .


Related Entities

<http://experiment.worldcat.org/entity/work/data/4705967385#Person/sawhney_mohanbir_s> # Mohanbir S. Sawhney
    a schema:Person ;
    schema:familyName "Sawhney" ;
    schema:givenName "Mohanbir S." ;
    schema:name "Mohanbir S. Sawhney" ;
    .

<http://experiment.worldcat.org/entity/work/data/4705967385#Place/united_states> # United States.
    a schema:Place ;
    schema:name "United States." ;
    .

<http://experiment.worldcat.org/entity/work/data/4705967385#Series/sage_knowledge> # SAGE Knowledge.
    a bgn:PublicationSeries ;
    schema:hasPart <http://www.worldcat.org/oclc/1017718672> ; # Cisco Systems : launching the ASR 1000 series router using social media marketing
    schema:name "SAGE Knowledge." ;
    .

<http://experiment.worldcat.org/entity/work/data/4705967385#Series/sage_knowledge_cases> # SAGE Knowledge. Cases
    a bgn:PublicationSeries ;
    schema:hasPart <http://www.worldcat.org/oclc/1017718672> ; # Cisco Systems : launching the ASR 1000 series router using social media marketing
    schema:name "SAGE Knowledge. Cases" ;
    .

<http://experiment.worldcat.org/entity/work/data/4705967385#Topic/business_enterprises_computer_networks> # Business enterprises--Computer networks
    a schema:Intangible ;
    schema:name "Business enterprises--Computer networks"@en ;
    .

<http://experiment.worldcat.org/entity/work/data/4705967385#Topic/business_enterprises_computer_networks_united_states> # Business enterprises--Computer networks--United States
    a schema:Intangible ;
    schema:name "Business enterprises--Computer networks--United States"@en ;
    .

<http://experiment.worldcat.org/entity/work/data/4705967385#Topic/internet_industry> # Internet industry
    a schema:Intangible ;
    schema:name "Internet industry"@en ;
    .

<http://experiment.worldcat.org/entity/work/data/4705967385#Topic/internet_industry_united_states> # Internet industry--United States
    a schema:Intangible ;
    schema:name "Internet industry--United States"@en ;
    .

<http://experiment.worldcat.org/entity/work/data/4705967385#Topic/internetworking_telecommunication> # Internetworking (Telecommunication)
    a schema:Intangible ;
    schema:name "Internetworking (Telecommunication)"@en ;
    .

<http://experiment.worldcat.org/entity/work/data/4705967385#Topic/internetworking_telecommunication_united_states> # Internetworking (Telecommunication)--United States
    a schema:Intangible ;
    schema:name "Internetworking (Telecommunication)--United States"@en ;
    .

<http://worldcat.org/isbn/9781473993891>
    a schema:ProductModel ;
    schema:isbn "147399389X" ;
    schema:isbn "9781473993891" ;
    .

<http://www.worldcat.org/title/-/oclc/1017718672>
    a genont:InformationResource, genont:ContentTypeGenericResource ;
    schema:about <http://www.worldcat.org/oclc/1017718672> ; # Cisco Systems : launching the ASR 1000 series router using social media marketing
    schema:dateModified "2019-02-09" ;
    void:inDataset <http://purl.oclc.org/dataset/WorldCat> ;
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.