... reaching advertising campaigns, and to establish computer and information systems to communicate with their staff and suppliers. This empirical study of 192 large and small companies indicates that small firms are using new media technologies to level the competitive playing field. Cost‐effective new media...

... Advertising Broadcasting Media Product differentiation Services marketing Strategic marketing Products and services are different enough than one another that they may require different marketing strategies (for a review see Zeithaml, Parasuraman and Berry, 1985). Relatively few studies have...

... for marketers who are quick to capitalize on those changes. This media interest is a result of the increasing number of announcements by major US and foreign companies of their intention to invest in this market (Landler and Grover, 1993 ; New York Times Magazine, 1993 ; Sherman, 1993). While...