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fast breaking papers - 2010

February 2010 Download this article
 
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.
Photo credit: Rocky Salskov/2009 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.

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2010 : February 2010 - Fast Breaking Papers : Russell S. Winer Discusses New Communications Approaches in Marketing