Mary L Kish, 11/18/2008 · 0 comments
Kurt Komaromi, instructor in the integrated marketing communications program, recently presented a paper, “Marketing 2.0: Changing the Paradigms of the Four P’s,” at the Northeast Association of Business, Economics and Technology (NABET) conference in State College, PA.
The paper explores the impact of Web 2.0—the second generation of the Internet—on marketing strategies. Moving beyond e-commerce to an environment of sharing and collaboration has disrupted business models while also creating new opportunities for marketers. For each of the traditional four P’s of the marketing mix—product, price, place, and promotion—Komaromi identifies new paradigms and contrasts these with conventional strategies. The impact of mass collaboration, free pricing models, page rank, and social media is discussed in the context of successful companies that have employed these paradigms and redefined traditional marketing.
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