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New Developments in Online Marketing

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Advertising Channels
Brand Management
Buyer Seller Interactions
Capability Maturity Models
Category=KJMV7
Channel Presence
co-creation communities
Co-creation Literature
Contemporary Societies
Counter Brands
Cross-channel Integration
Digital Marketing
digital marketing strategy
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eq_business-finance-law
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eq_isMigrated=2
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eq_non-fiction
Firm-centric Perspectives
Games Developers
Great Ocean Road
Journal of Marketing Management
Key Issues in Marketing Management
Longitudinal Qualitative Methodology
Marketing Management
Means End Approach
News Media Suppliers
online consumer behaviour
Online Marketing
Online Reading Behaviour
Personal Data
Personalised Consumer Experiences
Price Comparison Websites
Price Group
privacy in digital environments
Push Channels
Regional News Media
Search Engine Marketing
social network analysis
UK Client
user-generated content
web 2.0 marketing research
Westburn Publishers

Product details

  • ISBN 9780415628877
  • Weight: 570g
  • Dimensions: 174 x 246mm
  • Publication Date: 18 Jun 2012
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

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.
About
Stephen Tagg is Reader in Marketing in the Department of Marketing at the University of Strathclyde, UK. Alan Stevenson is Director of AS Business Solutions Ltd and a Visiting Lecturer at the University of Strathclyde, UK. Tiziano Vescovi is Professor of Marketing and Vice Dean of the Faculty of Economics at Ca’ Foscari University, Venice, Italy, and Director of the Master in International Marketing and Communication programme.