Social marketing, a perspective from the brand drive and entropy

Abstract

A statement of the law of inertia states that objects will remain in their state, as long as they do not act external forces on it, to change their rest or movement. The Impulse of a Force is the product of the intensity of the force during its application time. In the markets we observe that, the momentum and strength of a large or multinational brand, is not the same against a small or local brand. In this sense; marketing as an added value to the brand has become an inseparable qualitative element of production processes. These efforts cannot always be controlled by marketers, because once a strategy is made public, a communicative energy is generated with unpredictable behaviors influenced by new technologies, social networks and other forms of virtual communities in which user opinions, states, memes and other creative forms of expression about a brand cannot be controlled.