Practitioner prognostications on the future of online marketing

Valos, Michael, Ewing, Michael and Powell, Irene 2010, Practitioner prognostications on the future of online marketing, Journal of marketing management, vol. 26, no. 3-4, Special issue : New Developments in Online Marketing, pp. 361-376, doi: 10.1080/02672571003594762.

Attached Files
Name Description MIMEType Size Downloads

Title Practitioner prognostications on the future of online marketing
Author(s) Valos, Michael
Ewing, MichaelORCID iD for Ewing, Michael
Powell, Irene
Journal name Journal of marketing management
Volume number 26
Issue number 3-4
Season Special issue : New Developments in Online Marketing
Start page 361
End page 376
Total pages 6
Publisher Routledge
Place of publication Abingdon, England
Publication date 2010-03
ISSN 0267-257X
Keyword(s) online marketing
practitioner’s perspectives
qualitative research
digital media trends
Summary In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing are both immense and unprecedented. In an effort to understand how these challenges are perceived at the ‘coal face’, this paper solicits and longitudinally compares senior marketing practitioners’ perceptions and perspectives, both recently (late 2008) and five years prior (2003). Due to the rapid evolution of online marketing and its impact on both consumer behaviour and marketing strategy, a longitudinal qualitative research design was employed to track changes in senior marketers’ perceptions. Findings are presented and discussed within the context of six recurring themes: interactivity, personalisation, integration, evaluation, agency structures, and capabilities. The paper concludes by examining the utility of integrated marketing communication as a marketing management framework for online marketing strategy.
Language eng
DOI 10.1080/02672571003594762
Field of Research 150505 Marketing Research Methodology
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2010
Copyright notice ©2010, Westburn Publishers Ltd.
Persistent URL

Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
Connect to link resolver
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 18 times in TR Web of Science
Scopus Citation Count Cited 23 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 1195 Abstract Views, 10 File Downloads  -  Detailed Statistics
Created: Fri, 26 Nov 2010, 11:06:22 EST by Katrina Fleming

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact