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Digital Marketing Communication

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Author Info

  • Margherita Corniani

    ()
    (University of Milan-Bicocca)

Abstract

Digital marketing communication is directed to profiled targets, which are active in the communication process. Every communication flow can ask for an information answer from the market. This opportunity grants immediate feed-backs and feed-forwards, so that digital communication can be easily and cheaply measured; digital communication flows are diffused at costs that are getting lower and lower, but it asks specialized and deep competences to communication managers. The ease in the flowing process granted by digital technologies is also the main negative aspect of digital communication. It is impossible to control digital flows in all their effect and contacts and this limit opens the door to competitor actions and to 'rumors'.

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File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl92.pdf
File Function: First version, 2006
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Bibliographic Info

Article provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.

Volume (Year): (2006)
Issue (Month): 2 Communication and Global Markets ()
Pages:

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Handle: RePEc:sym:journl:92:y:2006:i:2

Contact details of provider:
Web page: http://www.unimib.it/symphonya

Related research

Keywords: Marketing Communication; Global Competition; Demand Bubbles; Digital Communication; Target Profiling DOI:http://dx.doi.org/10.4468/2006.2.04corniani;

References

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Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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  1. Flavio Gnecchi & Margherita Corniani, 2003. "Demand Bubbles, Virtual Communities and Market Potential," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
  2. Silvio M. Brondoni, 2003. "Ouverture de 'Marketing Research and Global Markets'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
  3. Daniela Salvioni & Luisa Bosetti, 2006. "Corporate Governance Report and Stakeholder View," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
  4. Margherita Corniani, 2001. "Product Placement and Brand Equity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
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Citations

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Cited by:
  1. Silvio M. Brondoni, 2008. "Market-Driven Management, Competitive Space and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
  2. Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
  3. Silvio M. Brondoni, 2011. "Global Networks, Knowledge Management and World Cities," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .
  4. Silvio M. Brondoni, 2009. "Market-Driven Management, Competitive Customer Value and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
  5. Silvio M. Brondoni, 2011. "Ouverture de 'Global Cities and Knowledge Management - 2'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Global , pages 1-5.

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