Implementing Interactive and Multichannel Marketing, and Integrated Marketing Communications and Direct Marketing

When reading Chapter 17, I learned about how that there are six reasons consumers shop and buy online, which are convenience, choice, customization, communication, cost, and control. Marketers have capitalized on these reasons through a variety of means. This was very interesting to read about and helped me understand they provide choice assistance using choiceboard and collaborative filtering technology.


When reading Chapter 18, I learned about how the communication process conveys messages with six elements, which are a source, a message, a channel of communication, a receiver, and encoding and decoding, and how the communication process also includes a feedback loop. Reading about this was interesting to me and it was nice to learn all about the elements used in integrated marketing communications and everything about direct marketing.



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