Advances in Electronic Marketing
A book edited by Irvine Clarke III and Theresa B. Flaherty, James Madison University.
Published by Idea Group Publishing in 2005.

Ordering Information - http://www.idea-group.com/books/details.asp?id=4754

Overall Objective of the Book:  

     The objective of this book is to provide a comprehensive collection of cutting-edge research on Internet and technological applications for marketing.  It will include major elements of Internet marketing including: online marketing strategy, marketing research and database development, online consumer behavior and customer relationship marketing, and the online marketing mix. 

The Target Audiences:

     Marketing academics who teach/research Internet marketing, e-commerce, and marketing strategy; Information technology academics that wish to develop an applied focus by learning more about the marketing applications of Internet technologies; Business managers, consultants, marketing practitioners, and IT practitioners who want to stay abreast of the latest Internet Marketing research; and Doctoral students of information systems, information technology, marketing, e-commerce, and other business disciplines.

Table of Contents:

SECTION I:  THE BUYER BEHAVIOR OF ONLINE CONSUMERS

Chapter I.  Attracting and Retaining Online Buyers:  Comparing B2C and B2B Customers

Eileen Bridges, Kent State University, Ronald E. Goldsmith, Florida State University, & Charles F. Hofacker, Florida State University

Chapter II.  Unlocking E-Customer Loyalty

Alvin Y.C. Yeo and Michael K.M. Chiam, University of Western Australia

Chapter III.  Drivers and Barriers to Online Shopping: The Interaction of Product, Consumer, and Retailer Factors

Francesca Dall'Olmo Riley, Kingston University Business School, Daniele Scarpi Universita' di Bologna, and Angelo Manaresi, Universita' di Bologna

Chapter IV.  eCRM: Understanding Internet Confidence and the Implications for Customer Relationship Management

Terry Daugherty, University of Texas at Austin, Matthew Eastin, Ohio State University, and Harsha Gangadharbatla, University of Texas at Austin

SECTION II:  E-MARKETING STRATEGY

 Chapter V.  Global Internet Marketing Strategy: Framework and Managerial Insights

Gopalkrishnan R. Iyer, Florida Atlantic University

Chapter VI.  Interactive Brand Experience:  The Concept and the Challenges

Mary Lou Roberts, University of Massachusetts, Boston.

Chapter VII.  Viral Marketing:  The Use of Surprise

Adam Lindgreen, Technical University Eindhoven and Joëlle Vanhamme, Erasmus University Rotterdam 

Chapter VIII.  Retailer Use of Permission-Based Mobile Advertising

Jari Salo and Jaana Tahtinen, University of Oulu, Finland

SECTION III:  TECHNOLOGY FOR E-MARKETING

Chapter IX.  Integrating Internet/Database Marketing for CRM

Sally Rao, Adelaide University and Chris O'Leary, MSI Business Systems Pty Ltd

Chapter X.  Developing Brand Assets with Wireless Devices

Jari Helenius and Veronica Liljander, Swedish School of Economics and Business Administration

Chapter XI.  Geographic Information Systems (GIS) in E-Marketing

Mark R. Leipnik and Sanjay S. Mehta, Sam Houston State University 

SECTION IV:  E-MARKETING LEGAL CHALLENGES

Chapter XII.  Legal Online Marketing Issues:  The Opportunities and Challenges

Michael T. Zugelder, Old Dominion University

Chapter XIII.  Regulatory and Marketing Challenges Between the U.S. and EU for Online Markets

Heiko deB. Wijnholds and Michael W. Little, Virginia Commonwealth University 

SECTION V:  E-CONSUMER THEORETICAL FRAMEWORKS

 Chapter XIV.  Modeling the Effects of Attitudes Toward Advertising on the Internet 

Chris Manolis, Xavier University, Nicole Averill, Carmichael Events, and Charles M. Brooks, Quinnipiac University

Chapter XV.  Virtual Community:  A Model of Successful Marketing on the Internet

Carlos Flavian and Miguel Guinaliu, University of Zaragoza (Spain)

Chapter XVI.  An Online Consumer Purchase Decision Cycle

Penelope Markellou, University of Patras, Maria Rigou, University of Patras, and Spiros Sirmakessis, Technological Educational Institution of Messolongi

Ordering Information - http://www.idea-group.com/books/details.asp?id=4754