... senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution...

... is perceived to be interactive, then the greater the trust that users attach to that site. Previous research has demonstrated this relationship with respect to a particular site. The current paper re‐examines this relationship with respect to another site. More importantly, the paper tests whether the nexus...

..., interactivity, multimedia design and marketing communications content with sales attributed to the Internet. Advanced econometric modeling of cross‐section data on business‐to‐business firms demonstrates that interactive responsiveness of the site, enabling customized interactive programs and club membership...

... Consumer behaviour Market orientation Strategy Interaction Modern‐day management gurus have attempted to reveal sources of sustainable competitive advantage by studying organizations who are top performers. For example, in the book called The Winning Streak, Goldsmith and Clutterbuck...

...Linda Peters With the heralding of the new “interactive age” direct marketing seems poised to have its reliance on individual customer contact vindicated. However, in the struggle to apply direct marketing techniques to the new interactive marketing media, many firms are failing to recognise...