β Scribed by Syed H. Akhter
No coin nor oath required. For personal study only.
It is my pleasure to present this special issue of the Journal of Interactive Marketing on international interactive marketing. Although this is the first special issue of this new Journal, it represents a continuation of a tradition that began with the Journal of Direct Marketing in Winter, 1994, when the first special issue on international direct marketing came out. Two years later, the second international issue was published. It has been two years and we are back with this special issue, but this time under a new title-international interactive marketing-and in a new journal, the Journal of Interactive Marketing.
In the inaugural Winter 1998 edition of the new Journal of Interactive Marketing, editors John Deighton and Rashi Glazer noted that they hoped to build on the major intellectual achievements of JDM. This will also be the guiding philosophy of special issues. Our goal is to provide a scholarly avenue for the presentation, discussion, and refinement of ideas and concepts that have a bearing on international interactive marketing. As such, both theoretical and practical articles will grace the pages of these special issues. Keep in mind, though, that we use the term international in a generic sense to refer to the conduct and management of exchange activities across countries, and not to the process of standardization or adaptation of marketing mix strategies.
In many ways, international interactive marketing reflects the potential inherent in the new information technology (IT) and geoeconomic environments. The rapidly evolving IT environment, shaped by innovations in computers, consumer
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