The Palgrave Handbook of Interactive Marketing
Wang, Cheng Lu![The Palgrave Handbook of Interactive Marketing](https://support.digitalhusky.com/media/annotations/sorted/459/45988318/CHSBZCOP0345988318.jpg)
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...