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Lessons from the front line: two key ways in which the internet has changed marketing forever
Author(s) -
Drèze Xavier
Publication year - 2005
Publication title -
applied stochastic models in business and industry
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.413
H-Index - 40
eISSN - 1526-4025
pISSN - 1524-1904
DOI - 10.1002/asmb.588
Subject(s) - banner , key (lock) , marketing , the internet , common value auction , front line , advertising , business , front (military) , economics , computer science , political science , world wide web , engineering , microeconomics , mechanical engineering , computer security , archaeology , law , history
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.