| Description |
[iii], ii, 261 pages ; 26 cm |
| Contents |
Preface / Ook Lee -- 1. Online Marketing Strategies in the Information Economy: A Comparative Analysis / Bharat Rao and Louis Minakakis -- 2. Leveraging Online Information to Build Customer Relationships / Christian Bauer and Arno Scharl -- 3. The Evolution of Web Marketing Practice / Malu Roldan -- 4. Pricing Strategies for Digital Books: Issues and Directions for Research / P. K. Kannan, Barbara Kline Pope and Eva Guterres -- 5. Factors Influencing Marketing Performance On the Web / Ashok Ranchhod, Julie Tinson and Fan Zhou -- 6. Positioning in Cyberspace: Evaluating Telecom Web Sites Using Correspondence Analysis / Pierre Berthon, Leyland Pitt and Michael Ewing / [et al.] -- 7. Investigating Social Motivations for Internet Use / Thomas F. Stafford and Marla Royne Stafford -- 8. Turning Browsers into Buyers: User Interface Design Issues for Electronic Commerce / Rex Eugene Pereira -- 9. 4I: A New Premise for Marketing Online / Amit Pazgal and Sandeep Sikka -- 10. Exploring Consumers' Willingness to Contribute to Internet Web Sites / Benedict G. C. Dellaert -- 11. The Theory Behind the Role of Leverage and the Strategic Alignment of Organisations While Creating New Markets (Internet Marketing and E-Commerce) / S. I. Lubbe -- 12. Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising / Patrali Chatterjee -- 13. Comparing Consumer Purchase Behavior on the Internet and in Brick-and-Mortar Stores: An Overview of Recent Research / Jie Zhang -- 14. Satisfaction, Frustration, and Delight: A Framework for Understanding How Consumers Interact with Web Sites / Jennifer Edson Escalas, Kapil Jain and Judi E. Strebel |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Also available online via the World Wide Web by subscription to netLibrary, Inc. (CEIRC Shared Collection) |
| Subject |
Internet marketing.
|
| Author |
Lee, Ook, 1965-
|
| LC no. |
00066969 |
| ISBN |
1878289977 paperback |
|
