Journal of Interactive Marketing

Aims and Scope

The Journal of Interactive Marketing is an important and timely undertaking in the evolution of the marketing discipline. It is the expectation that the Journal will become a major catalyst for helping shape the issues and ideas associated with the emerging interactive/electronic commercial environment, while elevating the level of research conducted around more traditional direct marketing concerns. The Journal seeks original research in interactive marketing, broadly defined. Indeed, it is expected that the Journal will be instrumental in helping define the term "interactivity" and in setting the research agenda. 

The areas addressed include, but are not limited to:

• the strategic use of information and information technology as corporate assets
• the analysis of interactive databases
• network-based communications
• customer and managerial behavior in interactive environments
• the evolution of interactive institutions
• the design and testing of interactive marketing decisions

The Journal of Interactive Marketing is sponsored by the Direct Marketing Educational Foundation (a unit of the Direct Marketing Association).

For more information on the Journal of Interactive Marketing visit the journal home page at www.interscience.wiley.com/journal/dir

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A model for evaluating the effectiveness of CRM using the balanced scorecard
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