Internet Marketing Research: Theory and Practice (Google eBook)

Front Cover
Ook Lee
Idea Group Inc (IGI), Jul 1, 2000 - Business & Economics - 272 pages
3 Reviews
This book deals with the timely topics of Internet marketing research. Internet marketing has become an important aspect of e-commerce and various concepts/strategies were implemented to support marketing on the Net. However, discovering what's really working or not in Internet marketing requires whole new approaches of quantitative/empirical methods. Internet Marketing Research: Theory and Practice presents a collection that provides the rigorous tests of the Internet marketing phenomenon.
  

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Contents

Leveraging Online Information to Build Customer Relationships
15
The Evolution of Web Marketing Practice
31
Pricing Strategies for Digital Books Issues and Directions for Research
47
Factors Influencing Marketing Performance on the Web
61
Positioning in Cyberspace Evaluating Telecom Web Sites Using Correspondence Analysis
77
Investigating Social Motivations for Internet Use
93
Turning Browsers Into Buyers User Interface Design Issues for Electronic Commerce
108
4I A New Premise for Marketing Online
150
Exploring Consumers Willingness to Contribute to Internet Web Sites
176
The Theory Behind the Role of Leverage and the Strategic Alignment of Organisations While Creating New Markets
187
Beyond CPMs and Clickthroughs Understanding Consumer Interaction with Web Advertising
209
Comparing Consumer Purchase Behavior on the Internet and in BrickandMortar Stores An Overview of Recent Recent
218
Satisfaction Frustration and Delight A Framework for Understanding How Consumers Interact with Web Sites
231
About the Authors
252
Index
259
Copyright

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