Web 2.0's Marketing Impact on Low-Involvement Consumers

What happens if you create a campaign based on the target segment's dreams of being a designer, in combination with a recognized brand and medium that have the same target segment? For SCA Libresse, the relationship with its consumers is a vital competitive factor.

Web 2.0's Marketing Impact on Low-Involvement Consumers

Asle Fagerstrøm and Gheorghita Ghinea

Since it was commercialized in 1997, the Internet has brought new benefits to marketing. In the early stage of Internet marketing, marketers focused on the...

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