Year
1997
Abstract
For a firm, creating a CD-ROM is a first step to integrating Multimedia in its marketing strategy, before or along with an “On-line” offer on the Web. The CD-ROM is an opportunity to study the challenges and pitfalls associated with Multimedia in marketing, at a low risk and with a high degree of control. It is simultaneously a product and a medium which can dramatically change the way in which firms are implementing marketing.
DESMET, P. et ZEYL, A. (1997). Le CD-ROM – Porte du multimédia pour le marketing. Economica, 112 pages.