Nike, which first began to experiment with social media and networks in 2004, consistently reducing its spending on traditional advertising. However, Nike did not pull away from its overall marketing budget and prefer to focus on "non-traditional" advertising through new media. In this case, the team hopes to build an online community to foster a closer relationship with its customers. By 2012, Nike is committed to social policies that are associated with the product experience. Soon the company will find out if this is a strategic leap will be reflected in the bottom line. "Hide
by Mikolaj Jan Piskorski, Ryan Johnson Source: Harvard Business School 22 pages. Publication date: April 17, 2012. Prod. #: 712484-PDF-ENG
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