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Digital Marketing Communication

Author

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  • Margherita Corniani

Abstract

Digital marketing communication is directed to profiled targets, which are active in the communication process. Every communication flow can ask for an information answer from the market. This opportunity grants immediate feed-backs and feed-forwards, so that digital communication can be easily and cheaply measured; digital communication flows are diffused at costs that are getting lower and lower, but it asks specialized and deep competences to communication managers. The ease in the flowing process granted by digital technologies is also the main negative aspect of digital communication. It is impossible to control digital flows in all their effect and contacts and this limit opens the door to competitor actions and to 'rumors'.

Suggested Citation

  • Margherita Corniani, 2006. "Digital Marketing Communication," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Communi.
    • Handle: RePEc:sym:journl:92:y:2006:i:2
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    File URL: https://symphonya.unicusano.it/article/view/2006.2.04corniani
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    References listed on IDEAS

    as
    1. Flavio Gnecchi & Margherita Corniani, 2003. "Demand Bubbles, Virtual Communities and Market Potential," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Marketi.
    2. Silvio M. Brondoni, 2003. "Ouverture de 'Marketing Research and Global Markets'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    3. Margherita Corniani, 2001. "Product Placement and Brand Equity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
    4. Elisa Arrigo, 2005. "Corporate Responsibility and Hypercompetition. The IKEA Case," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Over-Su.
    5. Winger, Alan R., 2005. "Face-to-face communication: Is it really necessary in a digitizing world?," Business Horizons, Elsevier, vol. 48(3), pages 247-253.
    6. Fabio Albanese, 2001. "Merchandising and Licensing to Improve Brand Equity. The Coca-Cola Case," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Brand E.
    7. Philippe de Woot, 2002. "The Challenges of Economic Globalisation: Business, Competition and Society," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Corpora.
    8. Flavio Gnecchi & Paolo Ricotti, 2001. "Brand Portfolio Reengineering. The Gruppo Coin Case," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Brand E.
    9. Daniela Salvioni & Luisa Bosetti, 2006. "Corporate Governance Report and Stakeholder View," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Corpora.
    10. repec:sym:journl:112:y:2002:i:2 is not listed on IDEAS
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    Citations

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    Cited by:

    1. Silvio M. Brondoni, 2009. "Market-Driven Management, Competitive Customer Value and Global Networks," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.
    2. Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
    3. Silvio M. Brondoni, 2011. "Ouverture de 'Global Cities and Knowledge Management - 2'," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Global , pages 1-5.
    4. Silvio M. Brondoni, 2011. "Global Networks, Knowledge Management and World Cities," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Global .
    5. Rekha Dahiya & Gayatri, 2017. "Investigating Indian Car Buyers’ Decision to Use Digital Marketing Communication: An Empirical Application of Decomposed TPB," Vision, , vol. 21(4), pages 385-396, December.
    6. Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Intangi.
    7. Silvio M. Brondoni, 2008. "Market-Driven Management, Competitive Space and Global Networks," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.

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