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Digital Marketing Communication

Author

Listed:
  • 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'.

Suggested Citation

  • Margherita Corniani, 2006. "Digital Marketing Communication," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
  • Handle: RePEc:sym:journl:92:y:2006:i:2
    as

    Download full text from publisher

    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl92.pdf
    File Function: First version, 2006
    Download Restriction: no

    References listed on IDEAS

    as
    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. Margherita Corniani, 2006. "Digital Marketing Communication," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
    3. Silvio M. Brondoni, 2003. "Ouverture de 'Marketing Research and Global Markets'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    4. Margherita Corniani, 2001. "Product Placement and Brand Equity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
    5. Daniela Salvioni & Luisa Bosetti, 2006. "Corporate Governance Report and Stakeholder View," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. 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.
    2. Silvio M. Brondoni, 2011. "Global Networks, Knowledge Management and World Cities," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .
    3. 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-.
    4. Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
    5. Margherita Corniani, 2006. "Digital Marketing Communication," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
    6. Silvio M. Brondoni, 2008. "Market-Driven Management, Competitive Space and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.

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