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Practitioner prognostications on the future of online marketing
journal contribution
posted on 2010-03-01, 00:00 authored by Michael ValosMichael Valos, Mike Ewing, I PowellIn 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.
History
Journal
Journal of marketing managementVolume
26Issue
3-4Season
Special issue : New Developments in Online MarketingPagination
361 - 376Publisher
RoutledgeLocation
Abingdon, EnglandPublisher DOI
ISSN
0267-257XeISSN
1472-1376Language
engPublication classification
C1 Refereed article in a scholarly journalCopyright notice
2010, Westburn Publishers Ltd.Usage metrics
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