Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing

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.

Interactive Integrated Marketing Communication:

Combining The Power Of IMC, The New Media And Database Marketing

James W. PeltierUniversity of WisconsinJohn A. SchibrowskyUniversity of Nevada andDon E. Schultz Northwestern University

Introduction

Over the...