Publications

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Lessons from the front line
two key ways in which the internet has changed marketing forever

Authors:

Xavier Drèze

Publisher:

Applied Stochastic Models in Business and Industry
2005, 21 (4-5), 443-8

Abstract:

Ten years after the first banner ad was served, we can reflect on how dramatically the Internet actually changed the way we conduct business. We highlight two areas in which there as been a change that provides both challenges and opportunities to firms and researchers alike. First, we see the rise of permission-based marketing as a great opportunity to increase the effectiveness of business-to-consumer communication. Second, we see auctions for the masses as a unique opportunity to learn more about consumer's processing of price information.