The IT&C industry products are ubiquitous in modern society. However, their specificity led, for a long time, to a so-called “marketing blind-spot” in the IT industry, situation especially evident after the Microsoft devastating success from the early nineties. Microsoft was the first IT...

The Internet has fundamentally changed communication among consumers and is likely to impose similar changes for marketing in general. As a result, marketers face a great number of challenges arising from the need to incorporate a growing number of new technologies into their communication,...