Marketing using web 2.0

Proceedings of the Annual Hawaii International Conference on System Sciences

Volumn , Issue , 2008, Pages

  Parise, Salvatore ^a   Guinan, Patricia J ^a  

^a BABSON COLLEGE   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

INTERNATIONAL CONFERENCES; SYSTEM SCIENCES; WEB 2.0;

COMPUTER NETWORKS;

MARKETING;

EID: 51449093120     PISSN: 15301605     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1109/HICSS.2008.242     Document Type: Conference Paper

References (15)

1. O'Reilly, T. "What Is Web 2.0. Design Patterns And Business Models For The Next Generation Of Software", 30 September 2005. http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
2. Newcomb, K. "Web 2.0 Still In Early Stages", ClickZ News, 27 November 2006. http://www.clickz.com/showPage.html?page=3624026. Survey conducted by Zoomerang (www.zoomerang.com)
3. Vargo, S.L. and Lusch, R.F., "Evolving To A New Dominant Logic For Marketing", Journal of Marketing, 68(1), 1-17, 2004.
4. McKenna, R. Real Time: Preparing For The Age Of The Never Satisfied Customer, Boston: Harvard Business School Press, 1997.
5. "Coca-Cola Launches Competition To Design Online Virtual Thirst Coke Machine", 16 April 2007. http://www.virtualthirst.com/pressrelease.html
6. Tan, C., "That's So You! Just Click Here To Buy It", The Wall Street Journal, 7 June 2007.
7. Warren, J. and Jurgensen, J., "The Wizards Of Buzz", The Wall Street Journal, 10 February 2007.
8. Ibid.
9. Row, H., "Influencing The Influencers: How Online Advertising And Media Impact Word Of Mouth", a DoubleClick research report, December 2006.
10. Exemplum client list: http://www.exemplum.com/clients.htm
11. Hallerman, D., "Online Video Advertising: Promises and Challenges", an eMarketer research report, November 2005.
12. Bruner, R.E., "Video Ad Benchmarks: Average Campaign Performance Metrics", a DoubleClick research report, February 2007.
13. Row, H., "DoubleClick Touchpoints IV: How Digital Media Fit Into Consumer Purchase Decisions", a DoubleClick research report, November 2006.
14. Jana, R., "Breathing Second Life Into Business", Business Week, 17 October 2006.
15. Weinberg, B., Parise, S., and Guinan, P.J., "Multichannel Marketing: Mindset And Program Development", forthcoming in Business Horizons.