oa Journal of Marketing - Web 2.0 - putting marketing back in the boardroom : online
Web 2.0 seems to be the latest buzzword. Everywhere we go we hear about MySpace and Flickr, UTube and mXit. Many marketers are recognizing that their audiences are consuming web 2.0 offerings and that if they are to remain relevant, they need to get onto the web 2.0 bandwagon. Starting in the obvious place, they have advertised on large community networks like Facebook, or bolted blogs onto the existing website, and ticked the web 2.0 box.
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