Edited by V. Kumar and Denish Shah
Marketing managers have had to reinvent their marketing practices during the last decade to cope with the disruption of traditional marketing channels and the reintegration of customers and marketers in an Internet-driven eco-system. The marketing environment today allows unprecedented and often uncontrolled levels of interactivity. A new breed of companies such as Google, Amazon, Apple, and Facebook can be credited with possessing the necessary firm-wide interaction orientation that has helped them set new rules of business and emerge as the exemplars of modern marketing. Several other firms, like Zappos (subsequently acquired by Amazon; Weisul, 2005), Express Scripts, and Whole Foods owe at least some of their success to their adopting an interaction orientation.
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