Leveraging Online Media and Online Marketing

Given the rapidly increasing usage by consumers of online media, online communities, and online retailing, marketers today need to reflect on the opportunities and roles for these new ways of communicating with and marketing to consumers. What can we learn about the magnitudes of these trends, the drivers underlying them, and their implications for marketing practice and theory? How do we separate the reality from the hype, and what can we learn from cases of some early successes—and failures?

On the last day of the conference, there will be an afternoon session featuring new academic research on leveraging online media and online marketing topic. While the presentations will be geared toward an academic audience, all conference participants are welcome. There is no additional charge to attend the Friday afternoon session.

This conference is co-sponsored by the Sloan Center for Internet Retailing at the University of California, Riverside and the Yaffe Center at the University of Michigan.