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Interactive Marketing is the New Normal

In: The Palgrave Handbook of Interactive Marketing

Author

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  • Cheng Lu Wang

    (University of New Haven)

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.

Suggested Citation

  • Cheng Lu Wang, 2023. "Interactive Marketing is the New Normal," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 1-12, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-14961-0_1
    DOI: 10.1007/978-3-031-14961-0_1
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