search query: @indexterm Media research / total: 210
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| Author: | Boscheck, R. |
| Title: | New media economics are transforming consumer relations |
| Journal: | Long Range Planning
1998 : DEC, VOL. 31:6, p. 873-878 |
| Index terms: | LONG RANGE PLANNING CONSUMERS MEDIA RESEARCH |
| Language: | eng |
| Abstract: | The introduction of new IT-based technologies is often said to revolutionize media and retail competition, change the power of brands, and make "smart shopping" or "e-commerce" the future of consumer relations. Other sources, however, caution that the underlying ideas are neither new nor likely to significantly change the market environment. It is the purpose of this article to present a brief perspective on: 1. Why current changes in media will alter consumer relations; 2. Which means of consumer access is likely to dominate; 3. How the result affects the case for e-commerce and 4. How this shapes the evaluation of commercial opportunities. |
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