互动营销传播

DonE.SchultzPh.D.Dallas,TXJanuary26,200055.psdAViewoftheInteractiveMarketplaceattheBeginningOftheThirdMillenium-AStoryinFivePartsPart1TraditionalMarketingandMarketingCommunicationAreinTrouble-WhatAreYouDoingtoHelp?Challenges:MarketingbeingpushedfurtherandfurtherdowninmanagementlevelsofthefirmToomuchmarketingconsidered“soft,squishy,notrelevant”Marketingexpenseincreasing-fewmeasuresofreturnsToomuchattentiontomassmarket/massmediainworldofone-to-oneAwards,“creativity”,self-adulationMostofAll,theImpactandInfluenceofElectronicCommunicationandCommerce-InteractivityChangingtheMarketingandCommunicationFocusFromtacticalactivitiestostrategicmanagerialdecisionsDrivingshareholdervalueMeasurabilityand“outcomes”,notjust“outputs”ManagementAlternativestoIncreaseShareholderValueInnovationinproductsorservicesEnhanc