Marketing and Advertising in E-Commerce

Efraim Turban, David King, Jae Kyu Lee, Ting-Peng Liang and Deborrah C. Turban
Additional contact information
Efraim Turban: University of Hawaii
David King: JDA Software
Jae Kyu Lee: Korea Advanced Institute of Science and Technology (KAIST)
Ting-Peng Liang: National Chengchi University
Deborrah C. Turban: Turban Company Inc.

Chapter 9 in Electronic Commerce, 2015, pp 403-456 from Springer

Abstract: Abstract Del Monte operates in a very competitive global food industry. In addition to manufacturing canned fruits and vegetables for human consumption, Del Monte produces pet food such as Gravy Train, 9 Lives, and Meow Mix. Therefore, using market research, the company constantly looks for innovative ways to increase its competitive edge. The company noticed the fast growth of social media and decided to deploy social media projects. Their primary goal was to decide how best to use social media-based market research to support its diverse product line – in this case, dog food.

Keywords: Mobile Device; Market Research; Customer Loyalty; Online Marketing; Internet Advertising (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-319-10091-3_9

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