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互动营销.
互动营销,指的是一种市场营销的观念,强调从交易为考量基点转向以企业、顾客间沟通为考量基点的演变尝试[1]。
虽然互动营销的实践中处处都以网络技术为支撑,但完全不可视之为网络营销的同义替换。记住顾客曾说过什么的能力因着我们能够在线收集客户信息,以及在线与客户沟通了解顾客所想的日渐便捷而逐步增强。
Amazon.com就是一个采用互动营销的杰出范例。一个Amazon.com的顾客可以通过留下自己的消费偏好信息,而获得符合自己口味书目推荐列表,而这个推荐列表不只依靠于偏好信息,同时也包括顾客最近的购买信息。
- ^ John Deighton:“互动营销,就是一种在满足顾客需求时记住顾客所说的话,进而在下一次满足顾客需求的时候让顾客知道我们记得他们说过什么的能力”(Deighton 1996)。
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