Problem
Emerging electronic and social media, new ways of blending conventional communication tools with online or Internet communication, the merging of social media and real life experiences and the merging of live reality and computer-based information not only "augment" retailers' communication portfolios; they dissolve boundaries within the field of marketing communication, i.e., between advertising, sales promotion and personal selling, and between conventional marketing fields, such as in-store marketing and customer relationship management. Even the boundaries between formats, such as store-based retailing online retailing, are becoming relative. Discuss how Prada has been successful at blending these new ways of electronic and social media?