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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000004614479 | HF5415.1265 A38 2005 | Open Access Book | Book | Searching... |
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Summary
Summary
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.
Author Notes
Irvine Clarke III is an Associate Professor of Marketing at James Madison University teaching International Marketing and Marketing Management. He currently serves on the editorial review boards of International Marketing Review, Journal of Marketing Education, Health Marketing Quarterly; also serving as section editor for Marketing Education Review and abstracts editor for The Journal of Personal Selling & Sales Management. Theresa B. Flaherty is an Associate Professor of Marketing at James Madison University where she teaches Strategic Internet Marketing and Integrated Marketing Communications. Dr. Flaherty serves as the Society for Marketing Advances Director of Placement Services, Peer Reviewer for MERLOT (Multimedia Educational Resources for Learning and Online Teaching), and is the Principles of Marketing Section Editor for The Electronic Teaching Resources of Marketing Education Review.
Table of Contents
| Preface | p. vii |
| Acknowledgments | p. xv |
| Section I Buyer Behavior of Online Consumers | |
| Chapter I Attracting and Retaining Online Buyers: Comparing B2B and B2C Customers | p. 1 |
| Chapter II Unlocking E-Customer Loyalty | p. 28 |
| Chapter III Drivers and Barriers to Online Shopping: The Interaction of Product, Consumer, and Retailer Factors | p. 45 |
| Chapter IV eCRM: Understanding Internet Confidence and the Implications for Customer Relationship Management | p. 67 |
| Section II E-Marketing Strategy | |
| Chapter V Global Internet Marketing Strategy: Framework and Managerial Insights | p. 84 |
| Chapter VI Interactive Brand Experience: The Concept and the Challenges | p. 103 |
| Chapter VII Viral Marketing: The Use of Surprise | p. 122 |
| Chapter VIII Retailer Use of Permission-Based Mobile Advertising | p. 139 |
| Section III Technology for E-Marketing | |
| Chapter IX Integrating Internet/Database Marketing for CRM | p. 157 |
| Chapter X Developing Brand Assets with Wireless Devices | p. 175 |
| Chapter XI Geographic Information Systems (GIS) in E-Marketing | p. 193 |
| Section IV E-Marketing Legal Challenges | |
| Chapter XII Legal Online Marketing Issues: The Opportunities and Challenges | p. 211 |
| Chapter XIII Regulatory and Marketing Challenges Between the U.S. and EU for Online Markets | p. 229 |
| Section V E-Consumer Theoreticla Frameworks | |
| Chapter XIV Modeling the Effects of Attitudes Toward Advertising on the Internet | p. 247 |
| Chapter XV Virtual Community: A Model of Successful Marketing on the Internet | p. 270 |
| Chapter XVI An Online Consumer Purchase Decision Cycle | p. 287 |
| Glossary | p. 300 |
| About the Authors | p. 304 |
| Index | p. 315 |
