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| Author: | Jensen, M.B. |
| Title: | Online marketing communication potential: Priorities in Danish firms and advertising agencies |
| Journal: | European Journal of Marketing
2008 : VOL. 42:3/4, p. 502-525 |
| Index terms: | marketing communication Internet planning mathematical models advertising agencies companies Denmark Nordic countries Scandinavia |
| Language: | eng |
| Abstract: | This study aims to indicate where resources should be directed to utilize online marketing communication (OMC) further, including the identification of the diversity of OMC adoption, prioritization and future potential. Developed is a conceptual model of prioritization and potential of OMC, specified as a structural equation model which is estimated by using partial least squares (PLS), based on data collected from both Danish advertising agencies and major companies. It is found that the adoption of OMC by companies, as opposed to advertising agencies, is rather diverse. For the holistic utilization of OMC and the development of holistic prioritization methods should be taken responsibility by companies with special attention given to online relationship communication etc. |
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