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| Author: | Ranchhod, A. |
| Title: | Advertising into the next millenium |
| Journal: | International Journal of Advertising
1998 : VOL. 17:4, p. 427-446 |
| Index terms: | ADVERTISING EVOLUTIONARY ECONOMICS MARKETING |
| Language: | eng |
| Abstract: | This is a conceptual paper based on the evolution of marketing and advertising in a world that is increasingly dominated by technology. Markets, according to postmodern thought, are beginning to fragment, yet at the same time they are creating greater challenges for advertisers. Individuals are both isolated and at the same time interconnected with virtually the whole world via computers. Advertising has for a long time been based on a one-to-many communications model. |
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