The Palgrave Handbook of Interactive Marketing

Interactive marketing is a rapidly growing academic field that focuses on creating value through customer engagement and interaction. It encompasses social media, influencer marketing, big data, mobile marketing, and more. This handbook provides comprehensive and cutting-edge knowledge on the topic, covering various aspects and perspectives. It is a valuable resource for college educators and students, as well as academic researchers, and offers practical guidelines and tools for business management.

Format: Hardback
Length: 1048 pages
Publication date: 26 January 2023
Publisher: Springer International Publishing AG

Interactive marketing, a rapidly evolving academic domain within the contemporary business landscape, encompasses a multifaceted value creation and mutual influence marketing process driven by active customer engagement, participation, and interaction. In the modern era, interactive marketing has transcended the boundaries of traditional direct marketing or digital marketing, evolving into a vibrant forum for conversations and interactions among connected actors or participants within platform ecosystems. The remarkable advancements in mobile technology, coupled with interactive content and personalized experiences, have propelled interactive marketing to become the new norm in the business world. This comprehensive handbook, comprising 41 chapters organized into eight sections, offers the most up-to-date and cutting-edge knowledge in the field of interactive marketing. It delves into various aspects of contemporary interactive marketing, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR, and AR in business applications. With a strong focus on interactive marketing, this handbook adopts a multidisciplinary approach, encompassing new technology innovations, social media and platform applications, economic and cultural impacts, social and psychological analysis, and management and information systems. Serving as a valuable textbook companion and/or course project resource for college educators and students enrolled in a wide range of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics, and Marketing Management, this book provides a timely and comprehensive resource for understanding the dynamic world of interactive marketing. Additionally, it offers valuable references for academic researchers interested in exploring the latest trends, strategies, and applications in this field.

Weight: 2043g
Dimension: 235 x 155 (mm)
ISBN-13: 9783031149603
Edition number: 1st ed. 2023