Perceptions of interactivity and consumer control in marketing communication: an exploratory survey of marketing communication professionals

The literature of marketing communication in the latter half of the 1990s offers evidence that interactive marketing is a significant presence in the field of marketing communication, and that control of interactive communication in many cases is passing into the hands of consumers.
  

Perceptions of interactivity and consumer control in marketing communication: an exploratory survey of marketing Communication Professionals

William N. SwainUniversity of Louisiana at Lafayette

INTRODUCTION

Interactivity in modern marketing communication...