Internet marketing has become an important aspect of e-commerce and various strategies are implemented to support marketing on the Internet. What is really working or not in Internet marketing, however, requires a whole new approach of quantitative and empirical methods. This volume provides a rigorous test of the Internet marketing phenomenon. What motivates consumers to use commercial sites? What kind of user interface works? What needs to be done to build a customer relationship? How do consumers react emotionally to Web sites? What online strategies work? What is working in marketing e-books? What Web site features enhance marketing performance? These, and other questions, are discussed and answers are offered.
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"Internet marketing and e-commerce are important issues for many businesses today. This book helps us to understand what is working as an Internet marketing strategy or tactic."
Dr. Christo Seaman, Vista University, South AfricaAbout the Author:
Ook Lee is currently a professor of MIS in the Department of Management of University of Nevada at Las Vegas, USA. Dr. Lee also served as a professor in the Department of Business Administration at North Carolina A&T State University in Greensboro, USA as well as in the Department of Business Administration at Hansung University in Seoul, Korea. Previously, he worked as a Project Director at Information Resources, Inc., in Chicago Illinois, and as a Senior Information Research Scientist at Korea Research Information Center in Seoul, Korea. His main research interests include empirical software engineering, expert systems, neural networks, software engineering, digital libraries, electronic commerce, critical social theory, and global IT management. He holds a B.S. in Computer Science and Statistics from Seoul National University in Seoul, Korea, and an M.S. in Computer Science from Northwestern University in Evanston, Illinois, He also earned an M.S. and Ph.D. in Management Information Systems from Claremont Graduate University in Claremont, California. He has published in journals such as Journal of Software Maintenance, International Journal of Electronic Markets, and IEEE Transactions on Professional Communications.
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