Cover Image

Advances in electronic marketing

"This book addresses Internet marketing and the World Wide Web, and other electronic marketing tools such as geographic information systems, database marketing, and mobile advertising"--Provided by publisher.

Bibliographic Details
Corporate Author: IGI Global.
Other Authors: Clarke, Irvine, 1961-, Flaherty, Theresa, 1968-
Format: Electronic
Language:English
Published: Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), c2005.
Subjects:
Internet marketing.
Internet advertising.
World Wide Web.
Online Access:View fulltext via EzAccess
Table of Contents:
  • Preface
  • 1. Attracting and retaining online buyers : comparing B2B and B2C customers / Eileen Bridges, Ronald E. Goldsmith, Charles F. Hofacker
  • 2. Unlocking e-customer loyalty / Alvin Y.C. Yeo, Michael K.M. Chiam
  • 3. Drivers and barriers to online shopping : the interaction of product, consumer, and retailer factors / Francesca Dall'Olmo Riley, Daniele Scarpi, Angelo Manaresi
  • 4. eCRM : understanding Internet confidence and the implications for customer relationship management / Terry Daugherty, Matthew Eastin, Harsha Gangadharbatla
  • 5. Global Internet marketing strategy : framework and managerial insights / Gopalkrishnan R. Iyer
  • 6. Interactive brand experience : the concept and the challenges / Mary Lou Roberts
  • 7. Viral marketing : the use of surprise / Adam Lindgreen, Joëlle Vanhamme
  • 8. Retailer use of permission-based mobile advertising / Jari Salo, Jaana Tähtinen
  • 9. Integrating Internet/database marketing for CRM / Sally Rao, Chris O'Leary
  • 10. Developing brand assets with wireless devices / Jari H. Helenius, Veronica Liljander
  • 11. Geographic information systems (GIS) in e-marketing / Mark R. Leipnik, Sanjay S. Mehta
  • 12. Legal online marketing issues : the opportunities and challenges / Michael T. Zugelder
  • 13. Regulatory and marketing challenges between the U.S. and EU for online markets / Heiko deB. Wijnholds, Michael W. Little
  • 14. Modeling the effects of attitudes toward advertising on the Internet / Chris Manolis, Nicole Averill, Charles M. Brooks
  • 15. Virtual community : a model of successful marketing on the Internet / Carlos Flavián, Miguel Guinalíu
  • 16. An online consumer purchase decision cycle / Penelope Markellou, Maria Rigou, Spiros Sirmakessis.

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