Marketing and Advertising in E-Commerce

Efraim Turban, Jon Outland, David King, Jae Kyu Lee, Ting-Peng Liang and Deborrah C. Turban
Additional contact information
Efraim Turban: University of Hawaii
Jon Outland: Herzing University
David King: JDA Software
Jae Kyu Lee: Yonsei University
Ting-Peng Liang: National Sun Yat-sen University
Deborrah C. Turban: Turban Company Inc.

Chapter 10 in Electronic Commerce 2018, 2018, pp 361-401 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.

Keywords: Advertising Methods; Advertising Strategies; Mobile Advertising; Affiliate Marketing; Advertising Plan (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1007/978-3-319-58715-8_10

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