Source: Marketing’s New Mandate: 5 Core Principles for Driving Business Value and The Customer Experience Edge by Reza Soudagar, Vinay Iyer, and Volker G. Hildebrand (McGraw Hill, 2012)

Source: Marketing’s New Mandate: 5 Core Principles for Driving Business Value and “How Scotts Uses Social Media for Maximum Customer Support,” Social Pros Podcast (April 2013).