Managers talk it up.
Companies profess to do it in new and better ways every day and academics extol its merits. However, the 'psychology' behind the development of customer loyalty on basis of interactive marketing methods is not well understood. Moreover, customer loyalty seems increasingly difficult to achieve. As relationship building is strongly related to customer intelligence and interactive marketing, the cluster more specifically focuses upon the role of interactive distribution and communication channels in creating stronger customer relationships. The Academic Centre for Interactive Marketing develops a multiplicity of activities intended to expand knowledge on interactive marketing and relationship marketing, ranging from academic research to organising forum activities and conferences.