Next-generation campaign management: How campaign management will evolve to enable interactive marketing-Reference-Cited by-同舟云学术

Next-generation campaign management: How campaign management will evolve to enable interactive marketing

Published:2009-01 Issue:3 Volume:10 Page:272-282
ISSN:1746-0166
Container-title:Journal of Direct, Data and Digital Marketing Practice
language:en
Short-container-title:J Direct Data Digit Mark Pract

Author:

Anderson Elana R

Publisher

Springer Science and Business Media LLC

Subject

Management of Technology and Innovation,Marketing,Business and International Management

Link

http://link.springer.com/content/pdf/10.1057/dddmp.2008.46.pdf

Reference12 articles.

1. BAI Research. ‘Personalizing the remote channels’, Banking Strategies, November/December 2007, http://www.bai.org/bankingstrategies/2007-nov-dec/remote_channels/ .

2. Forrester Research. ‘US eCommerce: 2008 To 2012’, Forrester Research, 6th May, 2008.

3. Friedman, W. (2008) ‘Addressable TV marketing arrives: Advanced cable boxes to yield customizable ads’, Variety, 2nd May, 2008.

4. Early results are promising. According to BrandWeek, testing by Comcast Spotlight and Starcom MediaVest Group (SMG) indicates ‘homes receiving addressable advertising tuned away from those ads 38 less than those without it.’

5. New York Times. ‘Billboards that know you by name’, The New York Times, 29th January, 2007.

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