Advances in Electronic MarketingIrvine Clarke, Theresa Flaherty Idea Group Inc (IGI), 01/01/2005 - 318 من الصفحات 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. |
المحتوى
Comparing B2B and B2C Customers | 1 |
Chapter II Unlocking ECustomer Loyalty | 28 |
The Interaction of Product Consumer and Retailer Factors | 45 |
Understanding Internet Confidence and the Implications for Customer Relationship Management | 67 |
EMarketing Strategy | 83 |
Framework and Managerial Insights | 84 |
The Concept and the Challenges | 103 |
The Use of Surprise | 122 |
Chapter X Developing Brand Assets with Wireless Devices | 175 |
Chapter XI Geographic Information Systems GIS in EMarketing | 193 |
EMarketing Legal Challenges | 210 |
Chapter XIII Regulatory and Marketing Challenges Between the US and EU for Online Markets | 229 |
Chapter XIV Modeling the Effects of Attitudes Toward Advertising on the Internet | 247 |
A Model of Successful Marketing on the Internet | 270 |
Chapter XVI An Online Consumer Purchase Decision Cycle | 287 |
Glossary | 300 |
Chapter VIII Retailer Use of PermissionBased Mobile Advertising | 139 |
Technology for EMarketing | 156 |
Chapter IX Integrating InternetDatabase Marketing for CRM | 157 |
About the Authors | 304 |
315 | |
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عبارات ومصطلحات مألوفة
adverts associated brand equity buyers channel chapter consumer behavior consumer’s Copying or distributing Copyright create customer relationship management database marketing distributing in print e-business e-commerce e-mail e-marketing e-shop effective electronic forms Electronic Marketing environment example experience factors firms forms without written framework global Goldsmith Idea Group Inc important influence information online innovative integration interactive International Internet advertising Internet confidence Internet marketing Internet purchase issues Journal of Advertising Journal of Marketing loyalty m-advertising m-adverts m-branding Marketing Management Marketing Science marketing strategy mobile advertising mobile devices mobile phone mobile portal off-line offers online consumer online marketing online purchase online shopping perceived positive potential print or electronic purchase behavior purchase intentions relationship marketing retailers Retrieved October 12 specific target tion traditional trust University users viral marketing virtual communities word-of-mouth