New frontiers and future directions in interactive marketing: Inaugural Editorial

While the term interactive marketing often has diverse definitions and usages among marketing professionals and practitioners, it is defined here as the bi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction....

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Bibliographic Details
Published in:	Journal of research in interactive marketing 2021-05, Vol.15 (1), p.1-9
Main Author:	Wang, Cheng Lu
Format:	Article
Language:	English
Subjects:	Actors Advertising Audiences Business ecosystems Chatbots Computer platforms Consumers Customers Direct marketing Electronic commerce Fans (Aficionados) Interactive marketing Marketing Shopping Social networks Strategic planning Streaming media Supply chains User generated content Value creation Verbal communication Virtual reality
Citations:	Items that this one cites Items that cite this one
Online Access:	Get full text
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