DETROIT – Jim Farley, group vice president-global marketing sales and service, says Ford’s innovative use of social media to promote new products, including the Fiesta Movement campaign in 2009, sprung from necessity rather than keen insight. The auto maker at the time had tough choices to make as budget restraints limited marketing initiatives during the launch of key new vehicles. “We did it with much less and used a lot of unique research,” Farley says at the ...

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