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Cited by 295

The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.

New Communications Approaches in Marketing: Issues and Research Directions

Winer, Russell S.·2009·Journal of Interactive Marketing
DOI 10.1016/j.intmar.2009.02.004
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Abstract

In the early part of the 21st century, the media landscape has been dramatically affected by the introduction of new, largely digital media. This increase in the number of media has been driven largely by improvements in technology and how customers interact with the technology and each other. In this paper, I describe the kinds of new media that companies are using to engage customers and the challenges that these media present from the perspective of the marketing manager. In addition, using the management challenges as a framework, I describe the research opportunities posed by these media and where marketing academics can make the greatest contributions.

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Metadata

Authors
Winer, R. S.
Venue
Journal of Interactive Marketing
Publisher
SAGE Publications
Published
2009-05
Volume
23
Issue
2
Pages
108-117
ISSN
  • 1094-9968 (ISSN-L)
  • 1520-6653
DOI
10.1016/j.intmar.2009.02.004
OpenAlex
W2057345464
Cited by
295
References
3
FWCI
56.44
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: New Communications Approaches in Marketing: Issues and Research Directions. https://app.cochat.ai/papers/10.1016/j.intmar.2009.02.004
The paper
Winer, R. S. (2009). New Communications Approaches in Marketing: Issues and Research Directions. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2009.02.004

Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.