The next three chapters are devoted to Think.
Strategy tackles how the Internet has changed and challenged the world we
market in, and how best to use digital means for marketing strategies.
Market Research unpacks how to use the Internet for research. The Internet
was originally developed as an academic tool, allowing for papers and research
to be shared very easily. This is ideal for savvy marketers. Its importance as a
platform for assisting user research is only just beginning to be exploited, and
this chapter addresses some considerations for online market research.
The Internet has allowed for a greater collaboration and sharing of ideas, and
this has seen remarkable innovation in collaborative approaches to problem
solving. This phenomenon is known as crowdsourcing, and the Crowdsourcing
chapter approaches this as a strategic marketing solution.