Site MapHelpFeedbackImplementing Interactive and Multichannel Marketing
Implementing Interactive and Multichannel Marketing




After reading this chapter you should be able to:
  1. Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences.


  2. Identify the demographic and lifestyle profile of online consumers.


  3. Explain why certain types of products and services are particularly suited for interactive marketing.


  4. Describe why consumers shop and buy online and how marketers influence online purchasing behavior.


  5. Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers.







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