Internet marketing research theory and practice
Title:
Internet marketing research theory and practice
Author:
Lee, Ook, 1965-
ISBN:
9781930708891
Publication Information:
Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), c2001.
Physical Description:
electronic texts (ii, 261 p. : ill.) : digital files.
Contents:
1. Online Marketing Strategies in the Information Economy: A Comparative Analysis -- 2. Leveraging Online Information to Build Customer Relationships -- 3. The Evolution of Web Marketing Practice -- 4. Pricing Strategies for Digital Books: Issues and Directions for Research -- 5. Factors Influencing Marketing Performance On the Web -- 6. Positioning in Cyberspace: Evaluating Telecom Web Sites Using Correspondence Analysis -- 7. Investigating Social Motivations for Internet Use -- 8. Turning Browsers into Buyers: User Interface Design Issues for Electronic Commerce -- 9. 4I: A New Premise for Marketing Online -- 10. Exploring Consumers' Willingness to Contribute to Internet Web Sites -- 11. The Theory Behind the Role of Leverage and the Strategic Alignment of Organisations While Creating New Markets (Internet Marketing and E-Commerce) -- 12. Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising -- 13. Comparing Consumer Purchase Behavior on the Internet and in Brick-and-Mortar Stores: An Overview of Recent Research -- 14. Satisfaction, Frustration, and Delight: A Framework for Understanding How Consumers Interact with Web Sites -- About the Authors -- Index.
Abstract:
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.
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Electronic Access:
Chapter PDFs via platform: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-87828-997-1