TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 21 – Kerin, Hartley, Rudelius

Chapter 21 - Implementing interactive and multichannel marketing. After reading chapter 21, you should be able to: Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences; explain why certain types of products and services are particularly suited for interactive marketing. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: LO 21-1 Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. LO 21-2 Identify the demographic and lifestyle profile of online consumers. LO 21-3 Explain why certain types of products and services are particularly suited for interactive marketing. 21- LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: LO 21-4 Describe why consumers shop and buy online and how marketers influence online purchasing behavior. LO 21-5 Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers. 21- SEVEN CYCLES DELIVERS JUST ONE BIKE. YOURS. 21- CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER .

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