The Palgrave Handbook of Interactive Marketing

The Palgrave Handbook of Interactive Marketing
English | 2023 | ISBN: 3031149602 | 1067 Pages | PDF EPUB (True) | 56 MB
Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world.