Marketing

Marketing in interactive multimedia system Computer-Mediated Environments: Conceptual Foundations In this paper, they introduced marketers to the novel crude medium defined by Hypermedia computer-mediated environments, of which the beingness astray electronic net profit on the Internet is the current networked spherical example. They argued that hypermedia CMEs succeed greater Hoffman & Novak (1996), Marketing in Hypermedia CMEs: Conceptual Foundations consumer control and be more accessible, flexible, and sense touch on than either traditional media or interactive multimedia, owing to the syner instituteic effects of their unique characteristics, including machine-interactivity, telepresence, hypermedia, and network soaring. They further proposed that by its nature, the Web requires the development and screening of a new conceptual evoke end for understanding the role of merchandising in this new medium. To that end, they actual a new process shape of network navigation within the medium, built upon an extended concept of flow. From this model, they derived a serial of fifteen testable propositions that specify expected relationships and conceptual relate among consequential marketing variables, and may form the basis of a adequate and detailed research program.

They have argued that the hypermedia CME represents a essentially different environment for marketing activities compared to traditional media and interactive multimedia. The many-to-many parley model turns traditional principles of mass media advertising (based on the one-to-many model of Figure 1) inside out, rendering blind application of m! arketing and advertising approaches which assume a passive, captive consumer impossible. Thus, marketers mustiness postulate care copiousy the ways in which advertising and talk models may be adapted and reconstructed for the interactive, many-to-many medium depicted in Figure 3. In that new communication model, consumers actively choose whether or non to approach firms through their Web...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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