Marketing - Electronic Marketing

	You are here: Home > Reference > MBA Materials > Marketing

Marketing - Electronic Marketing

Many marketers are interested in marketing via the Web and this section describes three sites of great value and interest to both student and tutor.

eLab Infrastructure Project

This site at Owen Graduate School of Management is run by professors Donna Hoffman and Tom Novak for a project called eLab Infrastructure Project. This was started in the early 1990s and offers an extremely well maintained and useful resource for what Hoffman and Novak have termed "Marketing in the Computer-Mediated Environment". The site offers an example of a curriculum in computer-mediated marketing communication, full text of a number of good papers resulting from the project, access to course students' papers on the subject (from the CVs section) and links to a range of other related sites.

Further References

Growing Up Digital

This is an unusual site, in that it is half academic and half commercial. It is based around a book by Don Tapscott called Growing Up Digital: The rise of the Net generation. Clearly not everything in the book is on the site but it does contain sufficient information, based on the data collected for the book, to be useful to anyone interested in the consumers of the future. Furthermore, it contains an active forum where adults and Net-geners can contribute to ongoing discussions. Like Hoffman and Novak's site, it too contains useful links or references to other related sites which, in this case, focus on 4 to 25 year-olds' uses of the Internet in all its contexts (education, marketing, communication and so on).

Revolution

Home page of Revolution, the magazine for new media marketing.

Marketing Home | Previous | Next