Advances in Electronic MarketingIdea 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
| 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 |
Index | 315 |
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عبارات ومصطلحات مألوفة
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