Advances in Electronic Marketing (Google eBook)

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Irvine Clarke, Theresa Flaherty
Idea Group Inc (IGI), Jan 1, 2005 - Business & Economics - 318 pages
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"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.
  

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Contents

Attracting and Retaining Online Buyers Comparing B2B and B2C Customers
1
Unlocking ECustomer Loyalty
28
Drivers and Barriers to Online Shopping The Interaction of Product Consumer and Retailer Factor
45
eCRM Understanding Internet Confidence and the Implications for Customer Relationship Management
67
Global Internet Marketing Strategy Framework and Managerial Insights
84
Interactive Brand Experience The Concept and the Challenges
103
Viral Marketing The Use of Surprise
122
Retailer Use of PermissionBased Mobile Advertising
139
Geographic Information Systems GIS in EMarketing
193
Legal Online Marketing Issues Opportunities and Challenges
211
Regulatory andMarketing Challenges Between the US and EU for Online Markets
229
Modeling the Effects of Attitudes Toward Advertising on the Internet
247
Virtual Community A Model of Successful Marketing on the Internet
270
An Online Consumer Purchase Decision Cycle
287
Glossary
300
About the Authors
304

Integrating InternetDatabase Marketing for CRM
157
Developing Brand Assets with Wireless Devices
175
Index
315
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