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Internet Marketing Research: Theory and Practice

Internet Marketing Research: Theory and Practice

Paperback

Business GeneralMarketing

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ISBN10: 1878289977
ISBN13: 9781878289971
Publisher: Idea Group Publishing
Pages: 261
Weight: 1.10
Height: 0.60 Width: 7.00 Depth: 10.00
Language: English
Internet marketing has become an important aspect of e-commerce and various strategies are implemented to support marketing on the Internet. What is really working or not in Internet marketing, however, requires a whole new approach of quantitative and empirical methods. This volume provides a rigorous test of the Internet marketing phenomenon. What motivates consumers to use commercial sites? What kind of user interface works? What needs to be done to build a customer relationship? How do consumers react emotionally to Web sites? What online strategies work? What is working in marketing e-books? What Web site features enhance marketing performance? These, and other questions, are discussed and answers are offered.

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