Abstract:
This paper questions the contribution that new information technology has made to the âsharp endâ of the media business at the interface between the buyers and sellers of advertising. Although the author argues that the basic processes of media trading have remained largely unchanged for some three decades, irresistible commercial pressures are now building for radical change. Such change can readily embrace existing information technology already in use In other industries but will have significant impact on all aspects of media planning and buying.
Research Papers
Multi media
Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Tim Duhamel, Harry Commandeur, Niels Schillewaert
 
November 1, 1996
Research Papers
The future of dynamic eMarketplaces in Asia Pacific
Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: Lane Leskela
 
November 1, 2000
Research Papers
Efficient consumer response
Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: James Rose
Company: Nielsen
June 15, 1994
