โ Scribed by John Deighton
No coin nor oath required. For personal study only.
This wide crosssection of authors and case writing styles shows the diversity of field-based work that is being done in this new field.
Our main intention was to make it clear to professors teaching in marketing that there was case study material available for those who want to teach field-based courses on the topic of Interactive Marketing. In response we received some very complimentary responses from readers that suggest that publishing of the material may have helped some to teach in this area. Since it is the fate of editors of academic journals rarely to hear much positive from their readers, this response encouraged us and we have decided to devote another entire issue to case studies.
Our motive in publishing cases was and is not exclusively to facilitate teaching. Case studies supply concrete instances of what we mean by interactive marketing. They show its methods and tools at work, and they show the consumer behavior associated with it. The cases therefore show the span of the field and suggest the scope of relevant research. It may therefore be useful to take stock of the cases we have published to date.
When we list and categorize the cases, they fall into four main groupings. The first group contains companies that use classic direct marketing meth-
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We would like to congratulate Chirality editor, Dr. Nina Berova, winner of the 2007 Chirality Medal. Dr. Berova's dedication to her research and enthusiasm for her work is reflected in her unwavering commitment to Chirality. She is an accomplished scientist and spirited leader who has made immeasura