互动营销传播（英文版）.pptx

Don E. Schultz Ph. D.; Dallas, TX ;A View of the Interactive Marketplace at the Beginning Of the Third Millenium - A Story in Five Parts;Part 1Traditional Marketing and Marketing Communication Are in Trouble - What Are You Doing to Help?;Challenges:;Marketing expense increasing - few measures of returns Too much attention to mass market/mass media in world of one-to-one Awards, “creativity”, self-adulation ;Most of All, the Impact and Influence of Electronic Communication and Commerce - Interactivity;Changing the Marketing and Communication Focus ;Management Alternatives to Increase Sh