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.

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Title Practitioner prognostications on the future of online marketing
Author(s) Valos, Michael
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
1472-1376
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
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 http://hdl.handle.net/10536/DRO/DU:30031359

Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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