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| Author: | Edelman, D.C. |
| Title: | From the periphery to the core: as online strategy becomes overall strategy, marketing organizations and agencies will never be the same |
| Journal: | Journal of Advertising Research
2007 : VOL.47:2, p. 130-134 |
| Index terms: | brands internet marketing channels |
| Freeterms: | online strategy |
| Language: | eng |
| Abstract: | The paper discusses the change in mediascape as consumers are spending more time online than with any other marketing channel. This shift is driving online advertising to the core of brand strategy. The article explores the shifting foundations of the media landscape and poses some strategies for caping with the chancing environment and taking advantage of it. |
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