Introduction

Kevin M. Ryan and Rob Spider Graham

A chapter in Taking Down Goliath, 2014, pp 1-8 from Palgrave Macmillan

Abstract: Abstract Welcome to the digital advertising revolution. We saved you a seat. One of the interesting things about being in the middle of a major paradigm shift is that major changes seem to happen so gradually that it sometimes feels like the world we live in today has always been this way. When we look back just a few years, we see a world without many of the tools and technologies we now depend on every day: smartphones, search engines, tablets, video on demand, social media channels like Facebook, LinkedIn, Twitter, YouTube, and the Internet in general! These tools and channels have forever changed our lives and have also changed how we0020look at the world as both consumers and marketers.

Keywords: Online Advertising; Marketing Discipline; Spending Power; Campaign Planning; Major Paradigm Shift (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44421-9_1

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DOI: 10.1057/9781137444219_1

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