BUILDING ON THE MOMENTUM IN INTERACTIVE MARKETING

摘要

Interactive marketing is undergoing continuous changes. Over the past few years, interactive and direct marketers have witnessed issues such as customer lifetime value, online pricing, multichannel marketing, search engine marketing, and blogging rise to the top of their priorities. Companies are increasingly using customer relationship management tools and multiple touch points to extend their brands and offerings to their customers. The Journal of Interactive Marketing (JIM) has kept pace with these changes and addressed many of these issues in its articles. For example, issue 18(4) was on online pricing and issue 19(2) was on multichannel marketing. In addition, several articles in the regular issues attest to these trends. Furthermore, the forthcoming articles and new submissions to JIM reflect the focus on capturing the changes and growth in the field.