New Developments in Online Marketing

Stephen Tagg (Editor), Alan Stevenson (Editor), Tiziano Vescovi (Editor)

Research output: Book/ReportAnthology

Abstract

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.
Original languageEnglish
Number of pages224
Publication statusPublished - 18 Jun 2012

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Keywords

  • marketing
  • online marketing
  • internet

Cite this

Tagg, S., Stevenson, A., & Vescovi, T. (Eds.) (2012). New Developments in Online Marketing.