The Birth of Internet Marketing Communications

The Birth of Internet Marketing Communications

The Birth of Internet Marketing Communications

The Birth of Internet Marketing Communications

Synopsis

What were the first, most critical decisions that locked internet marketing on its current path of development? Steinbock interviewed the early key players and finds that contrary to conventional wisdom, the internet has been a "hard shell" right from the start. His book covers the entire field, from the seminal P&G "crisis" speech up through the present internet era, with Dell and FedEx as the models, and proves that regardless of what may come next, it's crucial to understand what came first. This book is essential reading for marketing, advertising, and the internet decision makers and their academic colleagues.

Excerpt

The Birth of Internet Marketing Communications results from my research program, "Competition, Strategy, and Marketing: From Marketplace to Marketspace" (1997-2000). The program originates from a joint project with Intel Corporation. In the next few years, it will generate several book-length studies on competitive strategy, online and offline brands, new media planning, and telecommunications. This work is one of the first comprehensive studies of Internet marketing. It focuses on marketing strategies and the critical early years of the Internet.

Since 1997, I have served as "virtual" Professor of Management and Organization at Helsinki School of Economics (i.e., conducting all courses and lectures with Intel's videoconferencing systems). My interest in the Internet stems from issues of competitive strategy and industrial organization in the digital convergence. This subject led to my first book in the United States, Triumph and Erosion in the American Media and Entertainment Industries (1995). The Birth of Internet Marketing Communications has also been preceded by several pilot studies I have conducted on Internet marketing, convergence, and electronic commerce initiatives. The work on the projects began after I had served as the rapporteur for the OECD on global electronic commerce (1997-1998).

In my works, I have focused on firm-level characteristics, paying special attention to issues of competitive strategy, marketing management, valuation, and industrial organization. With different perspectives, all throw light on emergent industries that are often characterized by dynamic strategy and dynamic positioning, as well as discontinuous technologies. This approach is not unrelated to the empirical work I have done on industrial clusters, with the advice and intellectual inspiration . . .

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