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Case study of application of interactive marketing in e-commerce

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3 Author(s)
Qianying Ding ; Sch. of Media Studies & Humanities, Zhejiang Univ. City Coll., Hangzhou, China ; Zhuoqi Zhou ; Bin Huang

Nowadays, in the face of such large groups of users and e-business market, the development of SMEs in the field of electronic commerce is still in serious difficulties. The mainstream marketing pattern is just a unilateral coverage on the Internet platform, but does not play in full initiative of the enterprises. This kind of "sit back and wait" mind set will obstruct enterprises from communicating with customers interactively. This issue has become the barriers for the development of enterprises. However, enterprises such as Adsale and VANCL, using their online platforms, collecting a large number of consumers feedback to improve product and service, so as to maximize both enterprises and consumers interests. They have become the classic cases in e-commerce interactive marketing.

Published in:

Robotics and Applications (ISRA), 2012 IEEE Symposium on

Date of Conference:

3-5 June 2012