About the nature and future of interactive marketing

✍ Scribed by Stephan H. Haeckel

• Publisher: John Wiley and Sons
• Year: 1998
• Tongue: English
• Weight: 201 KB
• Volume: 12
• Category: Article
• ISSN: 1094-9968
• DOI: 10.1002/(sici)1520-6653(199824)12:1<63::aid-dir8>3.0.co;2-c

✦ Synopsis

The essence of interactivity is exchange. Degree of contingency and Director of Strategic Studies at frequency are among the more important dimensions of a IBM's Advanced Business Institute, marketing exchange. Technology enables and enhances these and Chairman of the Marketing Science Institute. dimensions on a scale and scope unprecedented in human history. The author argues that information technology and the I am grateful to Jim Harrison, former professor and chairman of collaborative potential of the Internet may eventually change human the Department of Music at Hunter cognitive processes as much or more than writing technology did. College, for sharing his He offers anecdotal evidence that technology-assisted human musicological knowledge about changes that occurred between the collaboration can systematically lead to synergetic, ''previously times of Bach and Mozart.