Advances in Electronic Marketing, 1st Edition

  • Published By:
  • ISBN-10: 1591403235
  • ISBN-13: 9781591403234
  • DDC: 658.872
  • Grade Level Range: College Freshman - College Senior
  • 318 Pages | eBook
  • Original Copyright 2005 | Published/Released October 2006
  • This publication's content originally published in print form: 2005

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About

Overview

There are many challenges facing organizations today as they incorporate electronic marketing methods into their strategy. Advances in Electronic Marketing examines these challenges within three major themes: the global environment, the strategic/technological realm, and the buyer behavior of online consumers. Each chapter raises important issues, practical applications, and relevant solutions for the electronic marketer. Advances in Electronic Marketing not only addresses Internet marketing and the World Wide Web, but also other electronic marketing tools, such as geographic information systems, database marketing, and mobile advertising. This book provides researchers and practitioners with an updated source of knowledge on electronic marketing methods.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Table of Contents.
Preface.
Acknowledgments.
Buyer Behavior of Online Consumers.
Attracting and Retaining Online Buyers: Comparing B2B and B2C Customers.
Unlocking E-Customer Loyalty.
Drivers and Barriers to Online Shopping: The Interaction of Product, Consumer, and Retailer Factors.
eCRM: Understanding Internet Confidence and the Implications for Customer Relationship Management.
E-Marketing Strategy.
Global Internet Marketing Strategy: Framework and Managerial Insights.
Interactive Brand Experience: The Concept and the Challenges.
Viral Marketing: The Use of Surprise.
Retailer Use of Permission-Based Mobile Advertising.
Technology for E-Marketing.
Integrating Internet/Database Marketing for CRM.
Developing Brand Assets with Wireless Devices.
Geographic Information Systems (GIS) in E-Marketing.
E-Marketing Legal Challenges.
Legal Online Marketing Issues: Opportunities and Challenges.
Regulatory and Marketing Challenges Between the U.S. and EU for Online Markets.
E-Consumer Theoretical Frameworks.
Modeling the Effects of Attitudes Toward Advertising on the Internet.
Virtual Community: A Model of Successful Marketing on the Internet.
An Online Consumer Purchase Decision Cycle.
Glossary.
About the Authors.
Index.