Past, Present and Future of Interactive Marketing
Published on 14. March 2014
80 pages
978-1-78441-023-0 (ISBN)
Description
The term interactive marketing was meant to denote that marketing has become a true conversation with the customer. The customer has a strong voice in this conversation in the form of social media and this trend toward customer control of marketing is reflected in papers in this issue on social media marketing. While we certainly will see the trend of interactive marketing in the form of social media marketing continue to expand internationally, we are also seeing interactive or digital marketing become increasingly important to the entire organization. For example, developing strategy also now means understanding how people search for a product since most product decisions begin online. The papers in this ebook emphasize the expansion of the concept of Interactive Marketing throughout the organization and the world.
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Content
- Cover
- Editorial advisory board
- Editorial
- Interactive, direct and digital marketing
- Sales and operations planning
- Global use and access of social networking web sites: a national culture perspective
- Perceived value of social networking sites (SNS) in students' expressive participation in social movements
