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Zappos uses a societal marketing because , it involves everyone in its product promotion sales and advertising.As a shoe company ,its not the best in the world to shop in its just the good relationship which they created between themselves in the company and also the society at large. I may not be satisfied with some of their products but i will be loyal because of the spirit and how the company is being humanized. There is alot of social participation in terms of advertising in the company in the efforts to keep and maintain the existing customers.
CEO Tony encourages his employees to use social media networks to put a human face on the company and engage with customers, following their core value #6: "Build Open and Honest Relationships With Communication. Zappos employees maintain an active presence on social media to advertise and present a good image to the public
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