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Practitioner prognostications on the future of online marketing

Valos, Michael J, Ewing, Michael T and Powell, Irene H 2010, Practitioner prognostications on the future of online marketing, Journal of Marketing Management, vol. 26, no. 41732, pp. 361-376, doi: 10.1080/02672571003594762.

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Title Practitioner prognostications on the future of online marketing
Author(s) Valos, Michael J
Ewing, Michael T
Powell, Irene H
Journal name Journal of Marketing Management
Volume number 26
Issue number 41732
Start page 361
End page 376
Total pages 16
Publisher Routledge
Place of publication Oxford, England
Publication date 2010
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 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2010, Taylor & Francis
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Document type: Journal Article
Collection: School of Management and Marketing
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