Read more
Specialists from business and academia present a meticulously researched, compelling examination of the forces of globalization, innovation, and relentless technological competition-and the profound effect they are having on the evolution of e-commerce and online marketing. The editors and contributors to this unique, wide ranging volume probe the fundamental, long-term drivers of the Internet infrastructure, e-commerce models, marketing approaches and customer behaviors, blending insights from the U.S., Europe, and the Asia-Pacific nations. They offer fresh understanding of why certain e-commerce practices work and why some don't, noting specifically Internet-based buying. With practical managerial advice, important empirical findings, and new ways to comprehend the intricacies of the fast-morphing world of today's business. The book's global perspective and interdisciplinary viewpoints provide the framework marketing executives and their top level colleagues need to make sense of an onslaught of events during coming months, even years, and the marketplace skills to help their companies prosper from them.
List of contents
Preface
Online Marketing: An Introduction to the E-Commerce Revolution by Nikhilesh Dholakia, Wolfgang Fritz, Ruby Roy Dholakia, and Norbert Mundorf
Part I: Impact of the Internet on MarketingMarkets and Marketing in the Information Age by Nikhilesh Dholakia and Ruby Roy Dholakia
Internet and Electronic Markets: An Economic Framework for Understanding Market-Shaping Infrastructures by Nikhilesh Dholakia, Ruby Roy Dholakia, and Myung-Ho Park
Electronic Commerce and the Transformation of Marketing by Nikhilesh Dholakia, Ruby Roy Dholakia, and Martin Laub
Part II: Online Marketing across the WorldInternet-Based Marketing in Germany: A Comparative Study of the Media, Banks, and Insurance Sectors by Wolfgang Fritz and Martin Kerner
Traditional Retailing and Electronic Commerce on the Internet by Wolfgang Fritz
The Internet as a Grocery Store: Observations from Sweden by Solveig Wikström and Maria Frostling-Henningsson
Evolution of Web-Based International Marketing: Patterns Exhibited by Danish Companies by Morten Rask
Online Auctions: The Emerging New Electronic Agora by Tobias Lührig and Nikhilesh Dholakia
Part III: Frameworks for Understanding Online MarketingBuilding Loyalty to Online Stores through Design of Store Attributes by Ruby Roy Dholakia, Kuan-Pin Chiang, Detlev Zwick, Michelle Abbot,and Jerry Paquin
Shopping on the Net: From the Real World to a Mirror World by Solveig Wikström, Camilla Carlell, and Maria Frostling-Henningsson
Advertising on the Net: What Works and Why by Ruby Roy Dholakia and David R. Fortin
Part IV: Special Problems and Opportunities of Online MarketingAcceptance-Oriented Design of Websites by Andreas Mevenkamp and Martin Kerner
Internet-Based Surveys: A Suitable Data Collection Method for Empirical Research? by Wolfgang Bandilla and Peter Hauptmanns
Virtual Communities as an Instrument of Internet by Stephan Bennemann and Jesko Schröder
Privacy Concerns in Electronic Markets: A Framework by Nikhilesh Dholakia and Detlev Zwick
The Webs and the Web-nots: Access Issues in the Age of Internet-Based Commerce by Nikhilesh Dholakia
Part V: Internet and the Transformation of OrganizationsE-Business Strategies: American and German Approaches Compared by Detlev Zwick, Nikhilesh Dholakia, and Norbert Mundorf
Virtual Classrooms in the New Economy: Global Education through the Internet by Norbert Mundorf, Wolfgang Fritz, Nikhilesh Dholakia, Chai Kim, and Martin Kerner
Notes
Glossary
Bibliography and References
About the author
NIKHILESH DHOLAKIA is Professor of Marketing and E-Commerce, College of Business Administration, University of Rhode Island. He concentrates his research on information age strategies in the global economy and on global consumer culture.
WOLFGANG FRITZ is Professor of Marketing at the Technical University of Braunschweig and Honorary Professor at the University of Vienna./e He has authored a number of books on Internet Marketing and E-Commerce in Germany.
RUBY ROY DHOLAKIA is Professor and Director, Research Institute for Telecommunications and Information Marketing (RITIM), College of Business Administration, University of Rhode Island./e One of her main research areas is the adoption and use of Information Technologies by households.
NORBERT MUNDORF is Professor of Communication Studies, University of Rhode Island./e He holds a doctorate in Mass Communication from Indiana University and has been a visiting professor at the University of Mains, Germany. Well published in the journals of his field, he focuses his research on digital communication, electronic commerce and other related topics.
