Marketing and Advertising in E-Commerce

Efraim Turban, Judy Whiteside, David King and Jon Outland
Additional contact information
Efraim Turban: University of Hawaii
Judy Whiteside: Lang Associates
David King: Dataffiti, LLC
Jon Outland: Herzing University

Chapter 9 in Introduction to Electronic Commerce and Social Commerce, 2017, pp 261-291 from Springer

Abstract: Abstract Upon completion of this chapter, you will be able to: 1. Describe factors that influence online consumer behavior. 2. Explain how consumer behavior can be analyzed for creating personalized services. 3. Understand consumer market research in e-commerce. 4. Describe the objectives and characteristics of Web advertising. 5. Describe the major advertising methods used on the Web. 6. Learn mobile marketing concepts and techniques. 7. Describe various online advertising strategies and types of promotions. 8. Understand some implementation issues.

Date: 2017
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DOI: 10.1007/978-3-319-50091-1_9

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