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