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Harnessing and leveraging the Power of Digital Marketing Methods

In: Standing Room Only

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  • Joanne Scheff Bernstein

Abstract

The Internet, email, and social media—known as new wave technology—have irrevocably changed the daily lives of consumers. They have also irrevocably changed the work of marketers. The emergence of new wave technology marks the era that Scott McNealy, chairman of Sun Microsystems, declared to be the age of participation. In this age, people create news, ideas, and entertainment, as well as consume them. New wave technology has enabled people to turn from being consumers into prosumers. It enables connectivity and interactivity of individuals and groups.

Suggested Citation

  • Joanne Scheff Bernstein, 2014. "Harnessing and leveraging the Power of Digital Marketing Methods," Palgrave Macmillan Books, in: Standing Room Only, edition 0, chapter 0, pages 289-312, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-37569-8_15
    DOI: 10.1007/978-1-137-37569-8_15
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