Internet marketing research theory and practice /

• Corporate Author: IGI Global.
• Other Authors: Lee, Ook, 1965-
• Format: Electronic
• Language: English
• Published: Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), c2001.
• Subjects: Internet marketing.
• Online Access: View fulltext via EzAccess
• Physical Description: electronic texts (ii, 261 p. : ill.) : digital files.; Also available in print.
• Format: Mode of access: World Wide Web.
• Bibliography: Includes bibliographical references and index.
• ISBN: 9781930708891 (PDF)
• Access: Restricted to subscribers or individual electronic text purchasers.

Internet marketing has become an important issue for many businesses around the world which have any form of commercial presence on the net. It is often perceived that doing business on the Internet mostly requires competency in the technology area. However as many dot com companies are failing due to lack of revenue generation, which could be induced by the inadequate marketing and marketing research, practitioners and scholars of e-commerce are keen to obtain a better understanding of the whole phenomenon of Internet marketing. To understand what's working as an Internet marketing strategy or tactic, one needs to conduct marketing research using rigorous statistical methodology.