Lessons from the front line: two key ways in which the internet has changed marketing forever

Xavier Drèze

Applied Stochastic Models in Business and Industry, 2005, vol. 21, issue 4‐5, 443-448

Abstract: Ten years after the first banner ad was served, we can reflect on how dramatically the Internet actually changed the way we conduct business. We highlight two areas in which there has been change that provides both challenges and opportunities to firms and researchers alike. First, we see the rise of permission‐based marketing as a great opportunity to increase the effectiveness of business‐to‐consumer communication. Second, we see auctions for the masses as a unique opportunity to learn more about the consumer's processing of price information. Copyright © 2005 John Wiley & Sons, Ltd.

Date: 2005
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https://doi.org/10.1002/asmb.588

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Persistent link: https://EconPapers.repec.org/RePEc:wly:apsmbi:v:21:y:2005:i:4-5:p:443-448

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