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Article Hoffman and Novak

Article Hoffman and Novak - Spencer Karren Article...

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Unformatted text preview: Spencer Karren Article: Hoffman & Novak Marketing in Hypermedia Review The article “Marketing in Hypermedia Computer-Mediated Environment: Conceptual Foundations” it disuses how firms can use hypermedia CME’s in many ways to communicate in which the consumers is an active participant in an interactive exercise of multiple feedback loops and real time communication. The article defines hypermedia CME as a distributed computer network used to access and provide hypermedia content. The article argues that the hypermedia CME represents a fundamentally different environment for marketing activities compared to traditional media and interactive multimedia. With hypermedia CMEs consumers can actively choose whether or not to approach firms through their Web sites, and exercise unprecedented control over the management of the content they interact with. The article also explains that CME is not only about communication and feedback from it customer that firms must take into consideration that the consumers flow experience is positive...
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Article Hoffman and Novak - Spencer Karren Article...

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