oa Journal of Marketing - There's a gap on the web... and it's time brand managers found it
In general, industry players agree that the future of advertising on-line will be an evolution - not a revolution, and that the medium hasn't really been cracked. There have been a few successful campaigns by brand leaders like Coco-Cola - based on viral marketing initiatives. (Check out their Facebook Fan page with 22,380,061 fans).
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