Abstract
The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships. A planning matrix is presented and illustrated with a case example.
Original language | English (US) |
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Pages (from-to) | 41-52 |
Number of pages | 12 |
Journal | Journal of Advertising Research |
Volume | 40 |
Issue number | 3 |
DOIs | |
State | Published - Jan 1 2000 |
ASJC Scopus subject areas
- Communication
- Marketing