Origin and Definition of Interactive Marketing
Origin and Definition of Interactive Marketing
Author(s): Regina Virvilaitė, Rima BelousovaSubject(s): Transformation Period (1990 - 2010), Present Times (2010 - today), Marketing / Advertising, ICT Information and Communications Technologies
Published by: Kauno Technologijos Universitetas
Keywords: interactive marketing; interaction; relationship marketing; concept;
Summary/Abstract: The middle of the 1990s is generally being acknowledged as a turning point within the field of information technology (IT). It is obvious that nowadays organizations and people (consumers) will find it difficult to separate a relationship from information technology and other technological advances. Relationship marketing based on new modern IT gave an impulse for the origin of interactive marketing (IM). The article describes evolution of interactive marketing and presents the analysis of various authors’ thoughts on it. The authors describe the nature of interactivity phenomenon, present theoretical analysis of IM’s definitions and characterization. The influence of new modern IT is described and the essence and importance of IM is identified in the article.
Journal: Engineering Economics
- Issue Year: 2005
- Issue No: 1 (41)
- Page Range: 67-73
- Page Count: 7
- Language: English