Some observations on case studies in Journal of Interactive Marketing

✍ Scribed by Rashi Glazer

• Publisher: John Wiley and Sons
• Year: 1999
• Tongue: English
• Weight: 78 KB
• Volume: 13
• Category: Article
• ISSN: 1094-9968
• DOI: 10.1002/(sici)1520-6653(199921)13:2<2::aid-dir1>3.0.co;2-l

✦ Synopsis

In each previous issue of the Journal, we have published a case study on some aspect of "interactive marketing" that can be used as the basis for classroom discussion as part of a course focusing on interactive marketing or a more general marketing management course. This is a practice we expect to continue in the future and that will be a regular feature of each issue. At the same time, we thought it would be timely and of practical value to devote the current "special issue" entirely to a presentation of a series of cases in interactive marketing-thus doing our part in helping to fulfill a need that is dramatically increasing.

Courses in interactive marketing-whether in database marketing, the Internet, or more general e-business-represent a growth industry within many academic curricula, particularly those of business schools. The reasons for this are obvious, fueled by, if nothing else, the fact that interactivity is where the jobs are and students have a funny way of gravitating toward where the jobs are. But as university faculty scramble to find materials (e.g., cases) to populate the syllabi that make up courses in interactivity, a number of interesting challenges are emerging: