Starbucks chief: Mobile, social media need to be at forefront in marketing

01/16/2013 | Mobile Marketer

Mobile and social media are powering a "seismic change" in consumer behavior, and retailers need to respond by putting these new platforms front and center in their marketing strategies, advises Starbucks Chairman Howard Schultz. "The level of investment capability in these new platforms, especially mobile, is mission-critical to our companies. It can't be an afterthought –- that capability needs a front seat at the table," he said.

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