摘要：The middle of the 1990s is generally being acknowledgedas a turning point within the field of informationtechnology (IT). It is obvious that nowadays organizationsand people (consumers) will find it difficult toseparate a relationship from information technologyand other technological advances. Relationship marketingbased on new modern IT gave an impulse for theorigin of interactive marketing (IM). The article describesevolution of interactive marketing and presentsthe analysis of various authors’ thoughts on it. The authorsdescribe the nature of interactivity phenomenon,present theoretical analysis of IM’s definitions andcharacterization. The influence of new modern IT isdescribed and the essence and importance of IM is identifiedin the article.
