The past, present and future of interactive marketing / Debra Zahay, editor.

Format:

Book

Contributor:

Zahay, Debra, editor.

Series:

Journal of Research in Interactive Marketing: Volume 8, Issue 1

Journal of Research in Interactive Marketing, ; Volume 8, Number 1

Language:

English

Subjects (All):

Marketing--Decision making.

Marketing.

Interactive marketing--England.

Interactive marketing.

Physical Description:

1 online resource (79 p.)

Place of Publication:

[West Yorkshire, England] : Emerald Group Publishing Limited, 2014.

Language Note:

English

Summary:

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 no

Contents:

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

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF title page (ebrary, viewed April 26, 2014).

ISBN:

1-78441-023-3