The Emerging “Black Collar” ClassThe Rising White Collar ClassThe Untapped Blue Collar ClassInteractive Marketing to Identify and Reach Potential ConsumersAt Long Last, the Consumer is King in ChinaLeveraging the Crowd Wisdom of ConsumersLock in Consumers' Attention by Enhancing Their ExperienceThe Double-Edged Sword of Interactive MarketingThe Invisible Hand Behind Interactive MarketingBrand Building Through Delivering Cultural Values to and Emotional Connections with ConsumersWindow Shopping Online, Purchasing in PersonCase Study: Contaminated Baby Formula and China's Hidden Unharmonious SocietyKey Messages in This ChapterNotes