Harnessing and leveraging the Power of Digital Marketing Methods

  • Joanne Scheff Bernstein


The Internet, email, and social media—known as new wave technology—have irrevocably changed the daily lives of consumers. They have also irrevocably changed the work of marketers. The emergence of new wave technology marks the era that Scott McNealy, chairman of Sun Microsystems, declared to be the age of participation. In this age, people create news, ideas, and entertainment, as well as consume them. New wave technology has enabled people to turn from being consumers into prosumers. It enables connectivity and interactivity of individuals and groups.


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© Joanne Scheff Bernstein 2014

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  • Joanne Scheff Bernstein

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