Interactive marketing and the meganet: Networks of networks
本文定义了互动营销的四个内容属性和四个结构属性，并探讨如何将网络分析方法作为诊断工具，用于分析互动营销系统的结构特性。
In this paper, we consider properties of interactive marketing and how network methods might be useful diagnostic tools of such interactive systems. Four content properties of interactive marketing are defined: technology, intrinsic motivation, the use of the resultant interactive marketing information, and the real-time aspect of the interaction. Four structural properties are also defined: customization, responsiveness, interactions among relevant groups, and a structure of networked networks—the meganet.Network methods are then integrated with the concerns of the interactive marketing manager. Network analysis at the individual node, subgroup, and network levels is considered a diagnostic tool for structural properties.