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 …

Europe continues to be affected by Russia’s aggression against Ukraine, which has brought about high inflation rates, surging energy prices and general geopolitical instability. All of these not only impact the purchasing power of consumers but also disrupt markets and global supply chains. Despite this, …

Today, consumers expect companies to be socially responsible. However, the literature is undecided about the effects of communicating one's corporate social responsibility activities to consumers. This raises the question of how sustainability-driven companies can best advertise their products to stimulate …

In the Migrant’s Paradox, Suzanne Hall takes you on an excursion to the world of migrant shop proprietors in the urban margins of five UK cities, exposing it as a world full of controversies and contradictions.

Purpose Physical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings …

In most shopping areas, there are place management partnerships (PMPs) that aim to increase the competitiveness of the area. Collective digital marketing activities, such as the adoption and update of collective websites and social media pages, provide opportunities in this regard. Currently, the extent …

Wat doen webwinkels vandaag de dag op het gebied van maatschappelijk verantwoord ondernemen? In hoeverre communiceren ze over die inspanningen richting klanten? En welke rol speelt duurzaamheid in het productaanbod en de fulfilment? Lees hier wat webwinkels in Europa zoal doen en hoe je je als webwinkel …

Bezorgeconomie : de effecten op mobiliteit, milieu en leefomgeving. Paper voor Vervoerslogistieke Werkdagen. Online winkelen is populair. Tussen 2010 en 2019 zijn de onlinebestedingen in Nederland volgens brancheorganisatie Thuiswinkel.org gestegen van circa 10 miljard tot bijna 26 miljard euro. In 2020 …

Hoe zorg je in Amsterdam voor een aantrekkelijk en gevarieerd winkelgebied waar zowel bewoners, bezoekers en ondernemers zich thuis voelen? Hoe komen deze verschillende belanghebbenden tot een goed functionerend, gezamenlijk beheer van winkelgebieden als een gemeenschappelijke bron met verschillende …