Beauty is in the Eye of the Tech Manager: How Technology Orientation and Interactive-Media Knowledge Can Drive (or Stall) Change
Larry Chiagouris and Vishal Lala
Traditional media tools often are criticized for the waste of targeting noncustomers. Although marketing managers are aware of the potential for waste in the use of traditional media, such vehicles continue to dominate media budgets.
Beauty is in the Eye of the Tech Manager: How Technology Orientation and Interactive-Media Knowledge Can Drive (or Stall) Change
Larry Chiagouris and Vishal LalaPace University
OVERVIEW
A number of academic papers have extolled the virtues of interactive media...
