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Some Directions for Research in Interactive Marketing
互动营销的一些研究方向
Brian T. Ratchford
University of Texas at Dallas, Richardson, TX, USA
德克萨斯大学达拉斯分校，美国德克萨斯州理查森市
As you may know, I have been appointed to a three year term as Editor of the,Journal of lnteractive Marketing (JIM)replacing Charles Hofacker, who has been editor for the past three years, and was co-editor before that. I owe him a deep debt of gratitude for leaving the journal in great shape, with an excellent editorial board and robust pipeline of manuscripts that will make my job considerably easier. Under his leadership the journal has done very well in citation counts, which attests to its increasing stature.
大家可能知道，我被任命为“交互式营销杂志”（JIM）的编辑，任期三年，取代过去三年担任编辑的Charles Hofacker，并在此之前担任编辑。 我非常感谢他为这本杂志留下了很好的印象，拥有一个出色的编辑委员会和强大的手稿管道，这将使我的工作变得更容易。 在他的领导下，该杂志在引用次数方面做得非常好，这证明了它日益增长的地位。
Prof. Hofacker will continue to handle manuscripts that started the review process before December 2014; I have been handling new submissions since that time. The basic mechanics of the review process will remain the same as they have been. Historically JIM has relied heavily on desk rejects, and I will continue to desk-rej ect articles that either do not fit the aims of the journal, provide no obvious potential contribution, or are poorly executed. Since it avoids wasting their time as well as that of reviewers, this policy actually benefits authors. I would hope that authors would take sufficient care in crafting their manuscripts,and in selecting journals, so that we can cut down on deskrejects.
Hofacker教授将继续处理在2014年12月之前开始审查过程的手稿; 自那时以来，我一直在处理新的意见。 审查过程的基本机制将保持原样。从历史上看，JIM严重依赖于桌面拒绝服务，我将继续对与期刊目标不符的文章进行调整，提供没有明显潜在贡献，或执行不力的文章。由于它避免了浪费他们的时间以及审稿人的时间，这一政策实际上对作者有利。我希望作者在制作他们的手稿和选择期刊时要格外小心，这样我们才能减少桌面的投入。
Amna Kirmani, James W. Peltier, Rajan Varadarajan, and Rajkumar Venkatesan have decided to resign from the editorial board. While I would have liked them to stay on, I must thank them for their past service. While all had good reasons for resigning, Amna had a truly excellent one: she has become the new editor of the ,journal of Consumer Psychology. As soon as I get a good feel for which non-board members do good reviews, and what areas require more reviewers, I will make a number of additions to the board.
Amna Kirmani，James W. Peltier，Rajan Varadarajan和Rajkumar Venkatesan已决定辞去编辑委员会职务。虽然我希望他们留下来，但我必须感谢他们过去的服务。尽管所有人都有充分的理由辞职，但是Amna有一个非常出色的理由：她已经成为消费心理学杂志的新编辑。一旦我很好地感觉到哪些非董事会成员做出了很好的评价，以及哪些方面需要更多评论者，我会为董事会增加一些内容。
Historical Developments
历史发展
Malthouse and Hofacker (2010) present an excellent discussion of the history of the journal, and I will continue along the path discussed in that article. The predecessor to this journal was launched in 1987 as the ,Journal of Direct Marketing. As I remember from my days in consulting for a major advertising agency, direct marketing was a separate function that was well outside the mainstream at the time, and dealt mainly with direct mail and catalog advertising. Those engaged in direct marketing did somewhat mysterious functions with databases and mailing lists, and were famous for actually measuring response to different campaigns and testing the effectiveness of different campaign elements. At the time,consumer marketing was mostly a matter of mass advertising campaigns on television, and local advertising in newspapers.The academic literature was mainly concerned with modeling consumer choice with scanner data (Mela, Roos, and Deng 2013), and paid little attention to direct marketing, which was presumably the reason for starting this journal.
Malthouse和Hofacker（2010）对该杂志的历史进行了精彩的讨论，我将继续沿着这篇文章中讨论的道路前进。这本杂志的前身于1987年作为“直接营销杂志”发行。正如我从一个大型广告公司的咨询记录中所记得的那样，直接营销是一个独立的功能，在当时非常主流，主要处理直接邮件和目录广告。从事直接营销的人员在数据库和邮件列表方面做了一些神秘的功能，并因实际测量对不同活动的响应以及测试不同活动元素的有效性而出名。当时，消费者营销主要是电视上的大规模广告活动和报纸上的本地广告。学术文献主要关注用扫描仪数据建模消费者选择（Mela，Roos和Deng 2013），并且很少关注直接营销，这可能是开始这本杂志的原因。
The Internet was preceded by major increases in computer power (which continue to this day), and by major innovations in retailing and logistics, the most important of which is probably bar code scanning (Basker 2012). This allowed transactions to be recorded electronically at the point of sale,which facilitated the development of electronic inventory replenishment systems, and frequent shopper cards or other methods of identifying customers which also could be used to create customer databases that contain an entire purchase history. So any retailer, not just a mail order or catalog retailer,could have a customer database.
在互联网之前，计算机能力大幅增加（直到今天），以及零售和物流方面的重大创新，其中最重要的可能是条形码扫描（Basker 2012）。这允许在销售点以电子方式记录交易，这促进了电子库存补货系统的发展，并且经常购物卡或识别客户的其他方法也可用于创建包含完整购买历史的客户数据库。因此，任何零售商，不仅仅是邮购或目录零售商，都可以拥有客户数据库。
Then the Internet came along and entire click streams could be captured, leading to much richer data on individual consumers(if they can be identified). Moreover, since the Internet is a low cost and readily accessible source of information for consumers,it became a major source of information about products and services, which led consumers to be better informed and to benefit from lower prices (e.g., Brown and Goolsbee 2002;Zettelineyer, Morton, and Silva-Risso 2006). Because of its accessibility, the Internet came to replace advertising in other media, especially newspapers. The Internet also allowed firms to engage in highly targeted advertising, such as key word advertising that allows advertisers to pay only for advertisements to consumers who are interested enough to click on a product name. The targeted advertising was enabled by click-stream data obtained from individual consumers, and also by customer databases that could now be obtained from retail point-of-sale data. Dominant firms such as Google and Facebook that connect firms with consumers, and consumers with other consumers,emerged as new c
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