Abstract
PurposeThe purpose of this paper is to examine a new and possibly serious problem facing marketers and business in general – the breakdown of the marriage of media and advertising, and the concurrent perceived imperative for companies to achieve “authenticity.”Design/methodology/approachEssay.FindingsThe breakdown of the advertising business model, and the rise of new, more powerful technological ways to contact customers, make it far more difficult for marketers to reach their customers without repelling them; a new way forward has not yet been found (or if it has, no one's talking).Originality/valueExamines these issues in what is hoped to be a unique way.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
