New Developments in Online Marketing

Edited by Stephen Tagg, Alan Stevenson, Tiziano Vescovi

© 2012 – Routledge

210 pages

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About the Book

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.

From a marketing perspective, the most distinctive feature is not the technology involved but rather the growth of a new global culture – a ‘Net generation’ culture based on decentralised authority rather than hierarchy and control, online socialising and collaboration, user-generated and distributed content, open communications, peer-to-peer sharing, and global participation. Success in this new online environment, characterised by people and network empowerment, requires new ‘mindsets’ and innovative approaches to marketing, customer, and network relationships.

This book makes a valuable contribution to the field by examining recent and future developments in online marketing, including the revolutionary impact of new media. Chapters cover a wide range of topics, including: information exchange on bulletin board systems and in online consumer portals; Web 2.0 and ‘New-Wave Globals’; online tribal marketing; co-creation; industry impact; privacy issues; online advertising effectiveness; and practitioner prognostics for the future of online marketing.

This book was originally published as a special issue of the Journal of Marketing Management.

Table of Contents

1. Introduction Stephen Tagg, Alan Stevenson and Tiziano Vescovi 2. Applying organisational capability models to assess the maturity of digital-marketing governance Dave Chaffey 3. Social contagion effects in experiential information exchange on bulletin board systems Lei Huang 4. ‘New-wave’ global firms: Web 2.0 and SME internationalisation Jim Bell and Sharon Loane 5. Why do people read reviews posted on consumer-opinion portals? Jamie Burton and Marwan Khammash 6. Counter-brand and alter-brand communities: the impact of Web 2.0 on tribal marketing approaches Bernard Cova and Tim White 7. Tribal mattering spaces: Social-networking sites, celebrity affiliations, and tribal innovations Kathy Hamilton and Paul Hewer 8. ‘It’s Mine!’ – Participation and ownership within virtual co-creation environments Tracy Harwood and Tony Garry 9. Interaction of regional news-media production and consumption through the social space Finola Kerrigan and Gary Graham 10. Consumer-managed profiling: a contemporary interpretation of privacy in buyer–seller interactions Alexander E. Reppel and Isabelle Szmigin 11. Effectiveness of online advertising channels: a price-level-dependent analysis Andrea Spilker-Attig and Malte Brettel 12. Practitioner prognostications on the future of online marketing Michael J. Valos, Michael T. Ewing and Irene H. Powell

About the Editors

Stephen Tagg is Reader in Marketing in the Department of Marketing at the University of Strathclyde, UK.

Alan Stevenson is Director of AS Business Solutions Ltd and a Visiting Lecturer at the University of Strathclyde, UK.

Tiziano Vescovi is Professor of Marketing and Vice Dean of the Faculty of Economics at Ca’ Foscari University, Venice, Italy, and Director of the Master in International Marketing and Communication programme.

About the Series

Key Issues in Marketing Management

The Journal of Marketing Management was founded in 1985 by Michael J. Baker to provide a forum for the exchange of the latest research ideas and best practice in the field of marketing as a whole, in an accessible way.

Currently edited by Mark Tadajewski and Paul Hewer, the Journal of Marketing Management is the official Journal of the Academy of Marketing and has an international reputation for publishing influential and original contributions which blend the best of theory and practice. It is concerned with all aspects of the management of marketing, and seeks to meet the needs of a wide but sophisticated audience comprising senior marketing executives and their advisors, senior line managers, teachers and researchers in marketing, and undergraduate and postgraduate students of the subject.

The Key Issues in Marketing Management book series contains a wide range of the journal’s special issues. These special issues are an important contribution to the work of the journal, where leading theoreticians and practitioners bring together articles dedicated to a key topic in the industry. Through publishing these special issues as a series of books, Westburn Publishers and Taylor & Francis hope to allow a wider audience of scholars, students and professionals to engage with the work of the Journal of Marketing Management.

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Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General