(See related pages)
After reading this chapter you should be able to:
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Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. |
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Identify the demographic and lifestyle profile of online consumers. |
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Explain why certain types of products and services are particularly suited for interactive marketing. |
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Describe why consumers shop and buy online and how marketers influence online purchasing behavior. |
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Define multichannel marketing and the role of transactional and promotional websites in reaching online consumers. |