Our vision is to be a premier academic journal with high managerial relevance in the area of interactive marketing.
We want the Journal of Interactive Marketing to be a thought leader and catalyst for shaping ideas and issues associated
with electronic, interactive, ... click here for full Aims & Scope
Our vision is to be a premier academic journal with high managerial relevance in the area of interactive marketing.
We want the Journal of Interactive Marketing to be a thought leader and catalyst for shaping ideas and issues associated
with electronic, interactive, and direct marketing environments. We would like to continually improve the quality of papers published
and raise the awareness and visibility of the journal.
We plan to continue publishing high–quality, leading–edge, original
ideas, methodologies theories and applications on any aspect of interactive marketing. The papers should address managerially important
problems and have the potential to impact managerial thinking and practice in this area. (Winer and Shankar 2003,p.3) We invite all
those who do research in interactive marketing to submit their best work to Journal of Interactive Marketing.
Journal
of Interactive Marketing invites papers from researchers and thought leaders in interactive marketing. Manuscripts could address
several areas in interactive marketing including, but not limited to–
Database; customer segmentation
Strategic use of
information technology, customer
relationship management (CRM)
Multichannel marketing
Social Networking
Mobile Marketing
Search Engines
Viral Marketing
User-generated Communication
E-business strategy
Direct response marketing, B2B direct
marketing, direct mail
Online advertising, online branding
Blogging, podcasting
Online customer satisfaction and loyalty,
privacy, trust
Online browsing/buying behavior, shop bots and agents
Online pricing and auctions
Mobile business, call
center management
Network effects and markets
Interactive marketing organization
Interactive marketing is a process for
creating and managing customer value to build long-term relationships with the right customers and maximize shareholder value (Shankar
and Malthouse 2006). All marketing should be predicated on some corporate strategy. Given a strategy, the interactive marketing process
is as follows:
1. The first step is to understand consumers and other stakeholders through qualitative and quantitative marketing research,
the analysis of large databases of customer information (e.g., transactional, contact and search histories, web logs, etc.), and theories
of consumer behavior.
2. This understanding is necessary to create relevant brands and product/service offerings as well as
the ideas, messages and offers to communicate with customers and other stakeholders.
3. Contact points are interactions that communicate
the brand concept to the consumer. They are usually made through multiple addressable and mass communication channels, and are often
targeted and customized with customer–level data. Ideally, contact points and consumer responses to them are tracked and measured.
Contacts should be managed across customers, communication and distribution channels, and time.
Winer, R.S. and Shankar V. (2003).
Journal of Interactive Marketing, 17 (1), 2-4.
Shankar V. and Malthouse E. (2006). Journal of Interactive Marketing, 20 (1), 2-4
Impact factor of this journal
This journal has an impact of 1.027
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