Russell S. Winer talks with
ScienceWatch.com and answers a few questions about
this month's Fast Breaking Paper Paper in the field of
Economics & Business.
Article Title: New Communications Approaches in
Marketing: Issues and Research Directions
Authors: Winer, RS
Journal: J INTERACT MARK
Volume: 23
Issue: 2
Page: 108-117
Year: MAY 2009
* NYU, Stern Sch Business, Mkt Sci Inst, New York, NY 10003
USA.
* NYU, Stern Sch Business, Mkt Sci Inst, New York, NY 10003
USA.
Why do you think your paper is highly
cited?
The topic of new media in marketing is currently very hot with the
expansion of ways that customers are communicating with each other and the
ways that companies are communicating with customers. Most companies are
very unsure about how to use the new media and how much to spend.
Would you summarize the significance of your paper
in layman's terms?
The significance of the paper is that I do a fairly complete job of not
only enumerating the new technologies being used to communicate with
customers, such as Facebook and Twitter, and also outline the implications
for marketing research, academic research, and practitioners.
How did you become involved in this research, and
were there any problems along the way?
As a marketing professor, I have to cover new media in my courses in order
to remain up-to-date. I have also been involved with marketing
practitioners through executive education and consulting so I am aware of
the issues facing them.
Where do you see your research leading in the
future?
I am currently investigating some specific topics raised in the paper.
Russ Winer
William Joyce Professor of Marketing
Chair, Department of Marketing
Stern School of Business
New York University
New York, NY, USA Web
KEYWORDS: NEW MEDIA; MARKETING COMMUNICATION; DIGITAL MEDIA; SOCIAL
NETWORK; INTERNET; ONLINE ADVERTISING; MOBILE MARKETING; WORD-OF-MOUTH; WEB
SITE; BEHAVIOR.