Sandeep Krishnamurthy

Sandeep Krishnamurthy is an Assistant Professor of Marketing at the University of Washington. He is interested in all aspects of e-marketing, especially in Internet advertising and promotion. Krishnamurthy teaches courses on e-marketing, advertising, and promotion and marketing management. He can be reached at sandeep@u.washington.edu.


Recent articles by Sandeep Krishnamurthy

    Is Viral Marketing All It's Cracked up to Be?
    Viral marketing is widely touted as the new way to increase market penetration and build brand awareness in the Internet space. Hotmail is a classic example. The success that it and others like it have enjoyed has fostered the belief that viral marketing can be used to build traffic and web site awareness cheaply. Since start-ups are strapped for cash, and there is great pressure to build a customer base rapidly, viral marketing has great appeal. But firms planning to use these techniques must understand what they are giving up. May 9, 2000

    Whom, Exactly, Do You Work For?
    Consumers are interested in minimizing clutter and maximizing incentive, whereas advertisers want to show their ads to as many people in their target market as many times as possible. Putting the needs of advertisers ahead of consumers can result in serving a lot of ads, and even selling customer information to interested third parties. But site publishers and permission marketing firms need to consider consumer needs to prosper in the long run. Mar 17, 2000

    Partnership Marketing Goes Beyond Permission
    Seth Godin's permission marketing has become one of the most powerful ideas to shape the way advertising and promotions are conducted on the web. The main idea is simple: Permission marketing reduces clutter for the consumer and increases targeting precision for advertisers. However, it has limitations because consumers are asked for permission only once, and marketers initiate the promotional conversation. Partnership marketing calls for new business models that make the consumer an equal partner in the promotional conversation. Jan 11, 2000

More articles by Sandeep Krishnamurthy ...

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