We explore some primary business models for online properties and assess the implications for different forms of e‐marketing and for overall online brand reputation.
Additional Readings:
Long tail economics – a critical perspective Brynjolfsson E, Yu “Jeffrey” Hu, Smith M D. (2006). From Niches to Riches, The Anatomy of a Long Tail. MIT Sloan Management Review. 47 (4), pp67‐ 71.
Nielsen. (2009). Building Great Brands in the Digital Age. Available: http://blog.nielsen.com/nielsenwire/wpcontent/uploads/2009/09/nielsen_adtech090209.pdf. Last accessed 5th April 2010
Owyang J. (2010). Altimeter Report: The 18 Use Cases of Social CRM, The New Rules of Relationship Management. Available: http://www.altimetergroup.com/2010/03/altimeter‐report‐the‐18‐use‐cases‐of‐socialcrm‐the‐new‐rules‐of‐relationship‐management.html. Last accessed 5th April 2010.
Task / Agenda:
Interpret the Nielsen report, Building Great Brands in the Digital Age in the context of the frameworks which we have explored today. What frameworks can we see that the report has drawn on and what other areas of expertise are being called on by Nielsen?
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