search query: @author Peltier, J.W. / total: 3
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| Author: | Peltier, J.W. Schibrowsky, J.A. Schultz, D.E. |
| Title: | Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing |
| Journal: | International Journal of Advertising
2003 : VOL. 22:1, p. 93-115 |
| Index terms: | Marketing Communication Strategy Models |
| Freeterms: | Media |
| Language: | eng |
| Abstract: | The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms must develop ways of collecting information at the individual level by traditional and/or electronic means, and of using that data to create information intensive customer communication strategies. These strategies should then employ the new media to generate interaction with customers. In this study, this approach is termed as 'Interactive IMC'. This study proposes and illustrates an interactive IMC process model. |
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