http://harvardscience.harvard.edu/stories/person/1204 Stories and external links referencing a person (RSS) en http://harvardscience.harvard.edu/culture-society/articles/digital-communications-will-reshape-way-businesses-market-goods <!--paging_filter--><p>In a chapter of the forthcoming book Digital Marketing, Harvard Business School Professor John A. Deighton and coauthor Patrick Barwise of the London Business School identify three qualities that distinguish the Web from other mass media. First, the Web fragments its audience's attention. Where television brings people together and lets advertisers build giant brands and promote broad cultural trends, the Web segments the audience into small pockets of interest. Mass marketers have a whole new game to learn if they aspire to integrate across these fragments of attention.</p> <p><a href="http://harvardscience.harvard.edu/culture-society/articles/digital-communications-will-reshape-way-businesses-market-goods">read more</a></p> Mon, 26 Mar 2007 06:17:16 -0400 70652986 3597 at http://harvardscience.harvard.edu