Published by:
Harvard Business Publishing
Length: 13 pages
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Abstract
Is interactivity the greatest marketing opportunity of all time? Or does it represent 101 ways to lose money? If it is an opportunity, how will it manifest itself? What will interactive marketing look like, and what will it mean for customers and for companies? Those were some of the questions explored in May 1996 at the Harvard Business School Conference on the Future of Interactive Marketing. HBR''s Perspectives, introduced by conference chairman John Deighton, capture some of the highlights of the discussions. Commentator Martin Levin of Microsoft Corp., for example, stresses the importance of making sure a company''s use of the Web is appropriate; Patrick Barwise of London Business School discusses security issues; Stephen Haeckel of IBM''s Advanced Business Institute notes that surprises are fundamental to progress in exploiting interactive technology; Richard Tedlow of the Harvard Business School takes a skeptical stance with regard to the often dazzling claims made for high- tech interactivity. Eight other commentators from the busness world, academia, and government also offer insights.
About
Abstract
Is interactivity the greatest marketing opportunity of all time? Or does it represent 101 ways to lose money? If it is an opportunity, how will it manifest itself? What will interactive marketing look like, and what will it mean for customers and for companies? Those were some of the questions explored in May 1996 at the Harvard Business School Conference on the Future of Interactive Marketing. HBR''s Perspectives, introduced by conference chairman John Deighton, capture some of the highlights of the discussions. Commentator Martin Levin of Microsoft Corp., for example, stresses the importance of making sure a company''s use of the Web is appropriate; Patrick Barwise of London Business School discusses security issues; Stephen Haeckel of IBM''s Advanced Business Institute notes that surprises are fundamental to progress in exploiting interactive technology; Richard Tedlow of the Harvard Business School takes a skeptical stance with regard to the often dazzling claims made for high- tech interactivity. Eight other commentators from the busness world, academia, and government also offer insights.