| Record ID | harvard_bibliographic_metadata/ab.bib.11.20150123.full.mrc:391861423:1545 |
| Source | harvard_bibliographic_metadata |
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LEADER: 01545nam a2200229 a 4500
001 011447527-X
005 20080423124114.0
008 070201s2008 maua b 000 0 eng d
035 0 $aocn226282257
100 1 $aDeighton, John.
245 10 $aDigital interactivity :$bunanticipated consequences for markets, marketing, and consumers /$cJohn A. Deighton and Leora Kornfeld.
260 $a[Boston] :$bHarvard Business School,$cc2008.
300 $a28 p. :$bill. ;$c28 cm.
490 1 $aWorking paper / Harvard Business School ;$v08-017
500 $a"September 2007"--Publisher's web site.
504 $aIncludes bibliographical references.
520 $aThe digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into consumer lives than broadcast media had been able to do. But the technology that threatened intrusion is delivering seclusion. The transformation is unfolding on a model of consumer collaboration, in which consumers use digital media that lie beyond the control of marketers to communicate among one another, responding to marketing's intrusions by disseminating counterargument, information sharing, rebuttal, parody, reproach and, though more rarely, fandom.
700 1 $aKornfeld, Leora.
710 2 $aHarvard Business School.
830 0 $aWorking paper (Harvard Business School) ;$v08-017.
988 $a20080423
906 $0MH