Presents a historical overview, theoretical and practical advancement
Offers coverage of new technology innovations, social media and platform application
Edited by the editor-in-chief of the Journal of Research in Interactive Marketing
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Table of contents (42 chapters)
Advancement of Interactive Marketing: An Overview
Technology Development and Interactive Marketing
Interactivity in the Virtual World
About this book
Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world.
This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, 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 focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system.
This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices.
- AI and marketing
- digital marketing
- big data
- digital platforms
- social media
- customer engagement
- marketing ethics
- value co-creation
- content marketing
- influencer marketing
- omnichannel marketing
- customer experience
Editors and Affiliations
University of New Haven, West Haven, USA
Cheng Lu Wang
About the editor
Cheng Lu Wang is Professor of Marketing at the University of New Haven, USA and the editor-in-chief of the Journal of Research in Interactive Marketing. Dr, Wang has over one hundred scholarly publications and five books. His work has been widely cited and he has been named in the world’s top 2% of Scientists List by a researcher team from Stanford University.
Book Title: The Palgrave Handbook of Interactive Marketing
Editors: Cheng Lu Wang
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023
Hardcover ISBN: 978-3-031-14960-3Published: 26 January 2023
Softcover ISBN: 978-3-031-14963-4Due: 09 February 2024
eBook ISBN: 978-3-031-14961-0Published: 25 January 2023
Edition Number: 1
Number of Pages: L, 1048
Number of Illustrations: 32 b/w illustrations, 123 illustrations in colour
Topics: Marketing, Digital Marketing, Consumer Behavior , Branding