Handbook

Marketers make considerable use of interactive digital technologies: the Internet, interactive TV, SMS communications, electronic kiosks, etc. They do so to achieve a variety of goals: information provision, advertising and promotion, building customer profiles, direct and interactive communications, placing goods with customers through virtual stores, and working with customers to develop innovative new products and services. These activities present management with exciting opportunities, reveal new sources of competition, and also demand a re-evaluation of core competencies. Topics include: integrating digital marketing with traditional forms of marketing (such as the use of the Internet alongside radio, magazine and television media), customer service and fulfilment challenges, global connectivity, adaptive and accountable marketing planning, and specific implications for intermediaries and business-to-business marketers.