• Sign In
  • Help
  • My Basket0
New Developments in Online Marketing - Key Issues in Marketing Management (Hardback)
  • New Developments in Online Marketing - Key Issues in Marketing Management (Hardback)

New Developments in Online Marketing - Key Issues in Marketing Management (Hardback)

(editor), (editor), (editor)
Hardback 224 Pages / Published: 18/06/2012
  • We can order this

Usually despatched within 3 weeks

  • This item has been added to your basket

Check Marketplace availability

There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information 'pull' rather than 'push', user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications are beginning to have a major impact on customer behaviour across a diverse range of industries. These new applications represent a fundamental change in the way people use the Internet, their online expectations, and experiences. From a marketing perspective, the most distinctive feature is not the technology involved but rather the growth of a new global culture - a 'Net generation' culture based on decentralised authority rather than hierarchy and control, online socialising and collaboration, user-generated and distributed content, open communications, peer-to-peer sharing, and global participation. Success in this new online environment, characterised by people and network empowerment, requires new 'mindsets' and innovative approaches to marketing, customer, and network relationships. This book makes a valuable contribution to the field by examining recent and future developments in online marketing, including the revolutionary impact of new media. Chapters cover a wide range of topics, including: information exchange on bulletin board systems and in online consumer portals; Web 2.0 and 'New-Wave Globals'; online tribal marketing; co-creation; industry impact; privacy issues; online advertising effectiveness; and practitioner prognostics for the future of online marketing. This book was originally published as a special issue of the Journal of Marketing Management.

Publisher: Taylor & Francis Ltd
ISBN: 9780415628877
Number of pages: 224
Weight: 544 g
Dimensions: 246 x 174 mm

You may also be interested in...

Kapferer on Luxury
Added to basket
No B.S. Price Strategy
Added to basket
The Accidental Sales Manager
Added to basket
Brilliant Marketing Plans
Added to basket
Strategic Brand Management
Added to basket
Key Marketing Metrics
Added to basket
Marketing Management, Global Edition
Added to basket
Buyer Personas
Added to basket
Brilliant Selling
Added to basket
The Sales Acceleration Formula
Added to basket
Fashion Merchandising
Added to basket
International Marketing
Added to basket
If You're Not First, You're Last
Added to basket
Airline Marketing and Management
Added to basket


Please sign in to write a review

Your review has been submitted successfully.