Overview
This chapter discusses proximity marketing concepts and practices from the point of view of the transformation of conventional wisdom through interactive marketing. The widespread use of digital technologies and online social networks has revolutionized customer-centric marketing practices. The online interactions have overridden the conventional personal-interface patterns and significantly contributed to the success of proximity marketing. By deploying various digital platforms and ICT tools (e.g., smartphones, social media, mobile apps, and electronic billboards), organizations can develop interactive marketing approaches to enhance customer outreach and narrow down the proximity of C-to-C marketing. ...
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