Marketing

The Future of Interactive Marketing

Does interactivity represent the greatest marketing opportunity of all time or 101 ways to lose money?

by

and

George Day

by

and

George Day

From the Magazine (November–December 1996)

Introduction by John Deighton

A version of this article appeared in the November–December 1996 issue of Harvard Business Review.

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MS

Martin Sorrell is group chief executive of the advertising and marketing services company WPP Group.
ES

Eric Salama is group director of strategy for WPP and is responsible for the coordination of WPP’s interactive operations.
ML

Martin Levin is director of sponsored programming for the Microsoft Network at Microsoft Corporation in Redmond, Washington.
FW

Frederick E. Webster, Jr., is the Charles Henry Jones Third Century Professor of Management at the Amos Tuck School of Business Administration at Dartmouth College in Hanover, New Hampshire.
DC

Dennis Carter is a vice president at Intel Corporation in Santa Clara, California, and director of Intel’s Corporate Marketing Group.
PB

Patrick Barwise is an emeritus professor of management and marketing at London Business School.
SH

Stephan H. Haeckel is director of strategic studies at IBM’s Advanced Business Institute in Palisades, New York, and chairman of the Marketing Science Institute in Cambridge, Massachusetts.
RH

Reed Hundt is chairman of the Federal Communications Commission in Washington, D.C.
DH

Donna L. Hoffman and
TN

Thomas P. Novak codirect eLab (http://ecommerce.vanderbilt.edu), a research center focused on Internet marketing and e-commerce, which they founded in 1994. They are also marketing professors at Vanderbilt University’s Owen Graduate School of Management in Nashville, Tennessee.
George Day is the Geoffrey T. Boisi Professor at the Wharton School, a codirector of the Mack Institute for Innovation Management, and a former executive director of the Marketing Science Institute.

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The Future of Interactive Marketing

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