Interactive Marketing is the New Normal

Cheng Lu Wang ()
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Cheng Lu Wang: University of New Haven

Chapter Chapter 1 in The Palgrave Handbook of Interactive Marketing, 2023, pp 1-12 from Springer

Abstract: Abstract 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 (Wang in J Res Interact Mark 15:1–9, 2021). Such a definition reflects the nature of interactive marketing as bilateral communication that emphasizes consumer active participation in the marketing process.

Date: 2023
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DOI: 10.1007/978-3-031-14961-0_1

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