Will this kill that Will digital media forever change communications
Identifieur interne : 000751 ( Main/Exploration ); précédent : 000750; suivant : 000752Will this kill that Will digital media forever change communications
Auteurs : Philippe BoutiSource :
- Journal of Communication Management [ 1363-254X ] ; 1997-01-01.
English descriptors
- Teeft :
- Advertising agencies, Announcer sites, Bouti, Brand ambassadors, Business week, Campaign article, Change communications, Corporate communications, Digital media, Digital revolution, Electronic bulletin boards, Grassroots mobilisation, Human interaction, Internet, Last word, Main arguments, Marketing messages, Mass communications, Mass media, Media environment, Media relations, Michael hauben, Netizens, Philippe bouti, Practitioner, Public debate, Public relations, Short term, Strategic planning, Target audience, Traditional media.
Abstract
The paper proposes and considers the qualitative shift that the Internet will force on corporate and marketing communications, from push media to pull media. The article first reviews the current state of the debate as it appears in the literature, and then proposes a simple assumption traditional institutions, corporations, advertisers, marketers, the press even, will no longer be able to control new media.
Url:
DOI: 10.1108/eb023430
Affiliations:
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Le document en format XML
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