Interactivity has become a crucial aspect of marketing. It allows companies to connect with their customers, often resulting in positive outcomes. Based on a literature review, this chapter discusses ten of the most pioneering tools used in interactive marketing. First it will be explained how each tool relates to the three dimensions of interactivity (active control, two-way communication, synchronicity), and insights in what dimensions are the driving forces behind each interactive marketing tool are provided. Second, results showing that research on the ten interactive marketing tools generally finds positive effects on diverse outcome variables, such as enjoyment, urges, and behavioral intentions, are discussed together with conflicting outcomes (e.g., the effect on cognition) and the potential negative effects of the tools (e.g., privacy concerns and intrusiveness). It concludes with the recommendation for marketers and researchers to collaborate and actively try out (innovative) interactive marketing tools while closely monitoring their effects.
Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning and strategy.Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises.This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.Erik Kostelijk is Associate Professor of Marketing at the Amsterdam School of International Business of the Amsterdam University of Applied Sciences, the Netherlands. He has teaching, research and professional experience in China, USA, Lithuania, France, Spain and Italy. He is the designer and author of the Value Compass, a method to assess the influence of values on branding.Karel Jan Alsem is Professor in Marketing at Hanze University of Applied Sciences in Groningen, the Netherlands, and is Lecturer in Marketing at the University of Groningen, the Netherlands. He is also a brand consultant. He has published in several academic journals and has written multiple marketing books, including Applied Strategic Marketing (Routledge, 2019).
Purpose – This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach. Design/methodology/approach – A qualitative exploratory approach was taken, comprising face-to-face in-depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy. Findings – Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience. Research limitations/implications – The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings. Practical implications – Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders. Originality/value – This paper extends previous work on the need for countries to adopt a coordinated approach to their nation branding activities. The paper is original in its examination of actors’ perceptions of the optimal degree of coordination that should occur between a country's EPO, IA, NTO and embassies. The paper is also original in its reporting of findings from a region (ASEAN) that is under-researched relative to other areas, such as Europe and North America.
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