Enhancing Promotional Strategies through the Use of Web 2.0

Hubert, Jozsef (2015) Enhancing Promotional Strategies through the Use of Web 2.0. Corvinus Marketing Studies, 2015 (1). pp. 1-15.

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We have witnessed a rising interest – by both academic and managerial field – in the marketing application of Web 2.0 techniques. Yet the effective impact and change it brings is still unclarified. The importance of Web 2.0 is constantly on the rise. We see consumers join social networks, using social tools in an ever greater number, therefor it gives companies a new and effective tool for marketing communication and other marketing-related activities. In our research, we first aim to clarify the definition and boundaries of Web 2.0. Then through a literature review we collect some of the most important areas of marketing to be affected by this seemingly technological change. We also have a brief overview of challenges and risks firms face in this new environment.

Item Type:Article
JEL classification:M31 - Marketing
M39 - Marketing and Advertising: Other
Divisions:Faculty of Business Administration > Institute of Marketing and Media > Department of Marketing
Media and communication
ID Code:2085
Deposited By: Agárdi Irma
Deposited On:05 Oct 2015 07:41
Last Modified:05 Oct 2015 07:41

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