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Marketing and Advertising in E-Commerce

In: Introduction to Electronic Commerce and Social Commerce

Author

Listed:
  • Efraim Turban

    (University of Hawaii)

  • Judy Whiteside

    (Lang Associates)

  • David King

    (Dataffiti, LLC)

  • Jon Outland

    (Herzing University)

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.

Suggested Citation

  • Efraim Turban & Judy Whiteside & David King & Jon Outland, 2017. "Marketing and Advertising in E-Commerce," Springer Texts in Business and Economics, in: Introduction to Electronic Commerce and Social Commerce, edition 4, chapter 9, pages 261-291, Springer.
    • Handle: RePEc:spr:sptchp:978-3-319-50091-1_9
    DOI: 10.1007/978-3-319-50091-1_9
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