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E-Marketing

Book Description

The popularity of e-marketing has helped both small and large businesses to get their products and services message to an unbounded number of potential clients. Keeping in contact with your customers no longer require an extended period of time but rather mere seconds.E-Marketing: Concepts, Methodologies, Tools, and Applications presents a vital compendium of research detailing the latest case studies, architectures, frameworks, methodologies, and research on e-marketing. With contributions from authors around the world, this three-volume collection presents the most sophisticated research and developments from the field, relevant to researchers, academics, and practitioners alike. In order to stay abreast of the latest research, this book affords a vital look into electronic marketing research.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Editorial Advisory Board and List of Reviewers
    1. EDITOR-IN-CHIEF
    2. ASSOCIATE EDITORS
    3. EDITORIAL ADVISORY BOARD
  5. Preface
  6. Section 1: Fundamental Concepts and Theories
    1. Chapter 1: Supporting Marketing Practices
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE OVERVIEW
      4. INFORMATION ABOUT THE CASE COMPANY
      5. KEY SUPPORTING VAS FOR M-BUSINESS AND M-MARKETING
      6. CONCLUSION
    2. Chapter 2: Mobile Marketing Practices
      1. MOBILE INTERNET/WAP
      2. MOBILE SERVICES
      3. MOBILE ADVERTISING
    3. Chapter 3: An Overview of Digital Media and Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. COMMERCE
      5. FACILITATION OF ECOMMERCE IN A DIGITAL ENVIRONMENT
      6. WEBSITE CONTENT
      7. DRIVING TRAFFIC TO A WEBSITE
      8. DIGITAL ADVERTISING
      9. MEASURING DIGITAL ADVERTISING AND MEDIA
      10. CONCLUSION
    4. Chapter 4: Analysis of the Variables which Determine a Good E-Marketing Strategy
      1. ABSTRACT
      2. INTRODUCTION
      3. A PRIMARY APPROACH TO THE CONCEPT OF E-MARKETING
      4. E-MARKETING TECHNIQUES
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
    5. Chapter 5: Defining E-Novation
      1. ABSTRACT
      2. INTRODUCTION
      3. INNOVATION AND NEW COLLABORATIVE PLATFORMS
      4. E-MARKETING AND NEW COLLABORATIVE PLATFORMS
      5. E-NOVATION
      6. CONCLUSION
    6. Chapter 6: Social Media Based Relationship Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. RELATIONSHIP MARKETING
      4. SOCIAL MEDIA
      5. SOCIAL MEDIA BASED RELATIONSHIP MARKETING
      6. CASE STUDY: PENN STATE WORLD CAMPUS AND SOCIAL MEDIA
    7. Chapter 7: The Significance of Marketing in Library and Information Science
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCLUSION
    8. Chapter 8: Marketing Libraries
      1. ABSTRACT
      2. INTRODUCTION
      3. THREE IMPORTANT MARKETING TYPES IN LIBRARY
      4. MISSION ANALYSIS
      5. MARKETING STRATEGIES
      6. MARKETING PLAN
    9. Chapter 9: Applying Personalized Recommendation for Social Network Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. RELATED WORKS
      4. METHODOLOGY
      5. EXPERIMENTAL RESULTS
      6. CONCLUSION
  7. Section 2: Development and Design Methodologies
    1. Chapter 10: Framework for Mobile Marketing
      1. ABSTRACT
      2. BACKGROUND
      3. INTRODUCTION
      4. LITERATURE REVIEW
      5. THE LOCALES FRAMEWORK
      6. ANALYSIS OF THE LOCALES FRAMEWORK
      7. MANAGERIAL AND PRACTICAL IMPLICATIONS DERIVED FROM THE SPECIFIC LF
      8. CONCLUSION
      9. FUTURE WORK ON USING THE LOCALES FRAMEWORK
    2. Chapter 11: E-Novation Deployment
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. CONSUMER TO CONSUMER: NEW COLLABORATIVE PLATFORMS FOR VALUE DEPLOYMENT
      5. PRINCIPLES OF USER GENERATED CONTENT
      6. APPLICATIONS OF USER GENERATED CHANNEL
      7. THE ONLINE/OFFLINE DISTRIBUTION
      8. FUTURE TRENDS
      9. CONCLUSION
    3. Chapter 12: Social Network Analysis in Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. TARGET MARKETING BASED ON COLLECTIVE CLASSIFICATION IN THE SOCIAL NETWORK
      5. OPEN PROBLEMS
      6. CONCLUSION
    4. Chapter 13: Consumer Generated Advertising in Blogs
      1. ABSTRACT
      2. INTRODUCTION
      3. A NEW MODEL OF MARKETING COMMUNICATION
      4. CONSUMER ATTITUDE TOWARDS BLOGS AND ADVERTISING IN BLOGS: TOWARDS A CONCEPTUAL MODEL
      5. DISCUSSION
    5. Chapter 14: Situation Approach as Success Factor of Mobile Marketing
      1. ABSTRACT
      2. SITUATION APPROPRIATENESS AND POTENTIAL AS SUCCESS FACTORS OF MOBILE MARKETING
      3. SYSTEMATIZATION OF SITUATIONS
      4. INTEGRATED SITUATION-ORIENTED CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
      5. EVALUATION OF SITUATIONS
      6. SUMMARY
    6. Chapter 15: Modeling Multi-Criteria Promotional Strategy Based on Fuzzy Goal Programming
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. PROMOTIONAL MODEL
      5. DISCUSSION AND CONCLUSION
      6. SUGGESTED FUTURE RESEARCH
    7. Chapter 16: A License Revocation Protocol Supporting Digital License Reselling in a Consumer-to-Consumer Model
      1. ABSTRACT
      2. A LICENSE REVOCATION PROTOCOL SUPPORTING DIGITAL LICENSE RESELLING IN A CONSUMER-TO-CONSUMER MODEL
      3. BACKGROUND
      4. PRELIMINARIES
      5. CONCLUSION AND LIMITATION
    8. Chapter 17: Database Marketing Process Supported by Ontologies
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RELATED WORK
      5. ONTOLOGICAL WORK
      6. SYSTEM PROTOTYPE
      7. ONTOLOGICAL ASSISTANCE
      8. EXPERIMENT
      9. DISCUSSION
      10. CONCLUSION AND FURTHER RESEARCH
  8. Section 3: Tools and Technologies
    1. Chapter 18: Mobile Promotion
      1. PROMOTIONAL ACTIVITIES
      2. MOBILE ADVERTISING
      3. SMS MARKETING
      4. SMS MESSAGES TRANSMISSION SYSTEM
      5. BENEFITS OF SMS AS A MARKETING INSTRUMENT
      6. OPT-IN/ OPT OUT
      7. USER PROFILE
    2. Chapter 19: Marketing Analysis of Emerging Peer-to-Peer Microlending Websites
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: FROM MICROFINANCE TO SOCIAL LENDING
      4. MARKETING ANALYSIS OF ONLINE SOCIAL LENDING
      5. FUTURE RESEARCH
      6. CONCLUSION
    3. Chapter 20: Mobile Customer Relationship Management (mCRM)
      1. ABSTRACT
      2. CRM AS A FACTOR OF SUCCESS
      3. CRM IN THE AGE OF MOBILE COMMUNICATION
      4. TECHNICAL PARAMETERS OF MOBILE CRM TODAY
      5. POSSIBILITIES OF MOBILE CRM USING THE EXAMPLE OF CONTEXT-AWARE SERVICES
      6. LIMITS OF MOBILE CRM: REACTANCE IN LIEU OF ACCEPTANCE
      7. RESULTS OF AN EMPIRICAL STUDY ON THE ACCEPTANCE AND REACTANCE OF MOBILE SERVICES IN GERMANY
      8. PLEA FOR A CUSTOMER-FRIENDLY PERMISSION STRATEGY
      9. SUMMARY
    4. Chapter 21: Using Bibliometrics and Text Mining to Explore the Trends of E-Marketing Literature from 2001 to 2010
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW
      4. 3. RESEARCH QUESTIONS
      5. 4. METHODOLOGY
      6. 5. RESULTS
      7. 6. DISCUSSION
      8. 7. CONCLUSION AND FUTURE RESEARCH
    5. Chapter 22: A Fuzzy Logic Approach for the Assessment of Online Customers
      1. ABSTRACT
      2. INTRODUCTION
      3. FUZZY CLASSIFICATION TOOLKIT
      4. FUZZY CUSTOMER CLASSES
      5. PRACTICAL EXAMPLE
      6. CONCLUSION AND OUTLOOK
    6. Chapter 23: A Fuzzy Segmentation Approach to Guide Marketing Decisions
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. BACKGROUND
      4. 3. PROPOSED SOLUTION
      5. 4. FIELD STUDY
      6. 5. CONCLUSION
    7. Chapter 24: Viral Marketing via Social Networking Sites
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. AN OVERVIEW OF VIRAL MARKETING AND SOCIAL NETWORKING PHENOMENON
      4. 3. RESEARCH STRATEGY
      5. 4. RESULTS AND DISCUSSION
      6. 5. IMPLICATIONS FROM RESEARCH FINDINGS
      7. 6. CONCLUSION
    8. Chapter 25: Online Social Media as a Driver of Buzz Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. WHAT IS BUZZ MARKETING ALL ABOUT?
      4. WORD-OF-MOUTH AND BUZZ MARKETING
      5. BUZZ MARKETING AS A TOOL OF MARKETING PROMOTION
      6. THE ONLINE SOCIAL MEDIA AS A DRIVER OF BUZZ MARKETING
      7. ONLINE ‘BUZZERS’: A TYPOLOGY OF PROFILES
      8. RIDERS OF OSM BUZZ: STRATEGIC IMPLICATIONS FOR THE MARKETERS
      9. THE POINTS TO PONDER UPON
      10. CONCLUDING REMARKS
    9. Chapter 26: Search Engine Marketing in Small and Medium Companies
      1. ABSTRACT
      2. INTRODUCTION
      3. SCIENTIFIC BACKGROUND
      4. CASE STUDY
      5. CONCLUSION
    10. Chapter 27: Connecting Small and Medium Enterprises to the New Consumer
      1. ABSTRACT
      2. INTRODUCTION
      3. ADOPTION OF INFORMATION SYSTEMS, INTERNET AND WEB 2.0
      4. WHAT IS WEB 2.0 / SOCIAL MEDIA?
      5. THE SOCIAL MEDIA AS MARKETING PARAMETER
      6. A CLASSIFICATION OF SOCIAL MEDIA AS MARKETING TOOLS
      7. WEB 2.0 ADOPTION BY SMES AND ITS POTENTIAL VALUE
      8. CONCLUSION
      9. APPENDIX
    11. Chapter 28: Exploring Determinants Influencing the Intention to Use Mobile Payment Service
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. RESEARCH METHOD
      5. RESULTS
      6. HYPOTHESES TESTING
      7. DISCUSSION
      8. CONCLUSION
      9. MANAGERIAL IMPLICATIONS, LIMITATION AND FUTURE RESEARCHES
      10. APPENDIX
    12. Chapter 29: Strategies for an Integrated Distribution Problem
      1. ABSTRACT
      2. INTRODUCTION
      3. THE DISTRIBUTION STRATEGIES
      4. LITERATURE REVIEW ON VRP
      5. THE MODELS FOR THE DISTRIBUTION STRATEGIES
      6. SOLUTION APPROACH
      7. ANALYSIS OF THE RESULTS
      8. SUMMARY AND CONCLUSION
  9. Section 4: Utilization and Application
    1. Chapter 30: Ariel Egypt
      1. EXECUTIVE SUMMARY
      2. INTRODUCTION
      3. ORGANIZATIONAL BACKGROUND
      4. SETTING THE STAGE
      5. CASE DESCRIPTION: PATH TO MARKET LEADERSHIP
      6. CURRENT CHALLENGES
    2. Chapter 31: E-Novation Curriculum (Communication and Education)
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. E-NOVATION CURRICULUM
      5. ETHICS
      6. MARKET RESEARCH
      7. PERMISSION MARKETING
      8. SOCIAL MEDIA, THE INTERNET AND TECHNOLOGY
      9. BLOGS
      10. ELEMENTS OF OUR FUTURE AND THE IMPLICATIONS FOR MARKETING
      11. RECOMMENDATIONS
      12. CONCLUSION
    3. Chapter 32: Marketing E-Learning and the Challenges Facing Distance Education in Africa
      1. ABSTRACT
      2. INTRODUCTION
      3. DISTANCE EDUCATION AND E-LEARNING
      4. THE WIDENING GAP-THE AFRICAN EXPERIENCE
      5. MARKETING DISTANCE EDUCATION IN AFRICA
      6. CONCLUSION
    4. Chapter 33: Ad Avoidance and Distance Education Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. DISTANCE EDUCATION MARKETING
      4. AD AVOIDANCE
      5. FACTORS AFFECTING AD AVOIDANCE
      6. CONCLUSION
    5. Chapter 34: Exploring E-Marketing Practises as Tool for Globalisation by Egyptian SBEs
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SMALL BUSINESS ENTERPRISES IN EGYPT
      5. EGYPT AND THE INTERNET
      6. EGYPTIAN SMALL BUSINESS ENTERPRISES AND E-MARKETING
      7. EXPLORATORY STUDIES ADOPTED IN THE STAGE OF THE RESEARCH
      8. THE SURVEY
      9. CASE STUDIES
      10. CASE STUDY ANALYSIS
      11. FUTURE RESEARCH DIRECTIONS
      12. CONCLUSION
    6. Chapter 35: Marketing a Blended University Program
      1. ABSTRACT
      2. INTRODUCTION
      3. SETTING THE STAGE
      4. CASE DESCRIPTION
      5. ANTECEDENT PHASE: A FALSE START
      6. MARKETING UNIVERSITY PROGRAMS: A DEARTH OF RESEARCH
      7. EVALUATION OF INITIAL PROGRAM AND CURRENT CHALLENGES FACING THE ORGANIZATION
      8. SOLUTIONS AND RECOMMENDATIONS
    7. Chapter 36: Strategies for Marketing an Academic Library in an African Setting
      1. ABSTRACT
      2. INTRODUCTION
      3. RELEVANCE OF STRATEGIC MARKETING TO ACADEMIC LIBRARIES
      4. APPLYING MARKETING STRATEGIES FOR ACADEMIC LIBRARIES IN AN AFRICAN STATE
      5. PRACTICAL MARKETING TECHNIQUES FOR INFORMATION MANAGERS IN ACADEMIC LIBRARIES
      6. SOLUTIONS AND RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
    8. Chapter 37: Fishermen on the Batinah Coast in Oman
      1. ABSTRACT
      2. INTRODUCTION
    9. Chapter 38: Online Advertising in Relation to Medicinal Products and Health Related Services
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: ONLINE ADVERTISING OF MEDICINAL PRODUCTS AND SERVICES
      4. LEGAL IMPLICATIONS FROM THE ELECTRONIC PROMOTION OF MEDICINAL PRODUCTS
      5. CONSUMER PROTECTION ISSUES
      6. CONCLUSION
    10. Chapter 39: A Business Model Framework for Second Life
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. BACKGROUND
      4. 3. A BUSINESS MODEL FRAMEWORK FOR VIRTUAL COMMUNITIES
      5. 4. APPLYING THE FRAMEWORK TO SECOND LIFE VIRTUAL COMMUNITY
      6. 5. CONCLUSION
    11. Chapter 40: Marketing Online Education
      1. ABSTRACT
      2. THE E-LEARNING PRODUCT ITSELF
      3. THE POTENTIAL CUSTOMERS FOR E-LEARNING
      4. CONCLUSION
    12. Chapter 41: Important Issues in Online Education
      1. ABSTRACT
      2. INTRODUCTION
      3. ONLINE LEARNING
      4. BENEFITS AND CHALLENGES OF ONLINE EDUCATION
      5. DEGREES IN ONLINE EDUCATION
      6. ONLINE MBA PROGRAMS AND DISTANCE LEARNING MBAS
      7. COLLEGE ONLINE COURSES
      8. CHARACTERISTICS OF SUCCESSFUL ONLINE LEARNERS AND INSTRUCTORS
      9. PRINCIPLES OF EFFECTIVE ONLINE INSTRUCTION
      10. MARKETING ONLINE EDUCATION TODAY
      11. TIPS FOR BETTER MARKETING ONLINE EDUCATION PROGRAMS
      12. CONCLUSION
    13. Chapter 42: Trust and Public Services in E-Government Based on Customer Orientation
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RESEARCH DESIGN
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
  10. Section 5: Organizational and Social Implications
    1. Chapter 43: Citizen Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. CITIZEN MARKETERS CREATE AND INFLUENCE
      5. WORD-OF-MOUTH THEORY PROVIDES FOUNDATION
      6. BUSINESSES ATTEMPT TO LEVERAGE CONSUMER POWER
      7. FUTURE TRENDS
      8. CONCLUSION
    2. Chapter 44: Gender and E-Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: INTERNET-RELATED GENDER DIFFERENCES AND GENDER DIFFERENCES IN ONLINE PURCHASING BEHAVIORS
      4. E-MARKETING STRATEGIES WITH REGARD TO GENDER-BASED DIFFERENCES
      5. CONCLUSION
    3. Chapter 45: Modeling Customer Behavior with Analytical Profiles
      1. ABSTRACT
      2. INTRODUCTION
      3. CUSTOMER PROFILING
      4. CRITICAL EXAMPLES
      5. MARKET OF ANALYTICAL PROFILES
      6. CONCLUSION
    4. Chapter 46: Cyberethics of Business Social Networking
      1. ABSTRACT
      2. INTRODUCTION
      3. THE NEW DIGITAL ECONOMY
      4. CYBERETHICS IMPACT OF BUSINESS SOCIAL NETWORKING
      5. THE CYBERETHICS-MIX
      6. CONCLUSION
    5. Chapter 47: 21st Century Learning Opportunities for SME Success
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SYNTHESIZED THEORETICAL FOUNDATION
      5. SME SUCCESS: STRATEGIES FOR 21ST CENTURY LIFELONG LEARNING
      6. SOLUTIONS AND RECOMMENDATIONS
      7. FUTURE RESEARCH
      8. CONCLUSION
    6. Chapter 48: A Comparative Analysis of Online Social Networking Sites and Their Business Models
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. GENERIC TYPES OF ONLINE SOCIAL NETWORKS
      5. E-BUSINESS REVENUE MODELS
      6. COMPARATIVE CASE ANALYSIS OF ONLINE SOCIAL NETWORKING SITES
      7. FINDINGS AND DISCUSSIONS
      8. FUTURE RESEARCH
    7. Chapter 49: Internet Marketing and SMEs
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. OPENING CASE STUDY: AIDEN’S DEEP SEA FISHING3 (WWW.PEIFISHING.COM)
      5. THE INTERNET AS A MARKETING TOOL
      6. INTERNET MARKETING AS PART OF SMES MARKETING MIX?
      7. SMES AND INTERNET ADOPTION
      8. LEVELING THE PLAYING FIELD WITH INTERNET MARKETING
      9. INTERNET MARKETING TOOLS
      10. STRATEGIC INTERNET MARKETING
      11. FUTURE RESEARCH DIRECTIONS
      12. CONCLUSION
      13. CLOSING CASE STUDY: ABBYSHOT CLOTHIERS – A DEEP APPRECIATION FOR THEIR CUSTOMERS (WWW.ABBYSHOT.COM)18
      14. APPENDIX
    8. Chapter 50: The Influence of Content and Trust on Consumers’ Intention to Accept Mobile Advertisements
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORY AND HYPOTHESES
      4. EMPIRICAL ANALYSIS AND RESULTS
      5. DISCUSSION AND CONCLUSION
      6. APPENDIX
    9. Chapter 51: Studying Web Search Engines from a User Perspective
      1. ABSTRACT
      2. INTRODUCTION
      3. 1. RECENT CHALLENGES IN SEARCH ENGINE EVOLUTION
      4. 2. KEY CONCEPTS RELATED TO WEB INFORMATION SEARCHING
      5. 3. MODELS FOR WEB SEARCHING ANALYSIS
      6. 4. FUTURE DIRECTIONS
      7. 5. CONCLUSION
    10. Chapter 52: Encouraging Engagement in Game-Based Learning
      1. ABSTRACT
      2. INTRODUCTION
      3. LEARNING WITH ALTERNATE REALITY GAMES
      4. THE ARGOSI PROJECT
      5. ISSUES OF ENGAGEMENT
      6. CONCLUSION
    11. Chapter 53: Designing an Ethical Structure for Social Influence Marketing (SIM)
      1. ABSTRACT
      2. DESIGNING AN ETHICAL STRUCTURE FOR SOCIAL INFLUENCE MARKETING (SIM)
      3. BACKGROUND
      4. ISSUES, CONTROVERSIES, AND PROBLEMS
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
  11. Section 6: Managerial Impact
    1. Chapter 54: Understanding the Factors Affecting the Adoption of E-Marketing by Small Business Enterprises
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RESEARCH NICHE
      5. EXTENDING TAM AND IDT
      6. THE RESEARCH FRAMEWORK
      7. RESEARCH HYPOTHESES AND FIELDWORK
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
    2. Chapter 55: Expanding TAM and IDT to Understand the Adoption of E-Marketing by Small Business Enterprises
      1. ABSTRACT
      2. INTRODUCTION
      3. THE FOCUS GROUP
      4. RESULTS
      5. DISCUSSION
      6. CONCLUSION AND RECOMMENDATIONS
    3. Chapter 56: Management of World Heritage Sites
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. METHODOLOGY
      5. FINDINGS
      6. CONCLUSION
    4. Chapter 57: Service-Dominant Logic
      1. ABSTRACT
      2. INTRODUCTION
      3. S-D LOGIC BASICS
      4. THE MACRO/SYSTEMS VIEW: THE ROLE OF THE MARKET
      5. THE MICRO VIEW: THE ROLE OF THE FIRM
      6. REFRAMING BUSINESS AND MARKETING FUNCTIONS
      7. MARKETING AS INTEGRATION
      8. CONCLUDING COMMENTS
    5. Chapter 58: Path to Success
      1. EXECUTIVE SUMMARY
      2. ORGANIZATIONAL BACKGROUND
      3. SETTING THE STAGE
      4. CASE DESCRIPTION
      5. CURRENT CHALLENGES FACING THE ORGANIZATION
      6. CONCLUSION
    6. Chapter 59: Mobile Marketing Management
      1. ABSTRACT
      2. INTRODUCTION
      3. CAMPAIGN TYPE IMPLEMENTATION TOOLBOX
      4. MOBILE MARKETING STANDARD TYPES
      5. OBJECTIVES OF MOBILE MARKETING
      6. CAMPAIGN TYPE SELECTION TOOLBOX
      7. CONCLUSION
    7. Chapter 60: Exploring the Potential of e-CRM in SME Marketing Practice
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. E-CRM AND SME MARKETING; ISSUES, PROBLEMS, CONTROVERSIES
      5. CONCLUSION AND FUTURE RESEARCH
    8. Chapter 61: A Knowledge Management Approach to Marketing and the Advent of Customer Knowledge Management
      1. ABSTRACT
      2. INTRODUCTION
      3. CORE CONCEPTS OF KNOWLEDGE
      4. A KNOWLEDGE MANAGEMENT APPROACH TO MARKETING
      5. CUSTOMER KNOWLEDGE MANAGEMENT: STYLES AND CHALLENGES
      6. COMPLAINT MANAGEMENT PROCESSES AS ILLUSTRATIONS OF CUSTOMER KNOWLEDGE MANAGEMENT PRACTICES
    9. Chapter 62: Business-to-Consumers eCommerce
      1. ABSTRACT
      2. INTRODUCTION
      3. B2C E-COMMERCE
      4. SIMPLICITY OF STARTING AN E-BUSINESS
      5. ADVANTAGES AND DISADVANTAGES OF STARTING E-BUSINESS
      6. DEVELOPING E-MARKETING STRATEGY
      7. ATTRACTING TRAFFIC TO WEB SITES
      8. MARKETING RESEARCH AND TRACKING WEB SITE VISITORS
      9. SUMMARY AND CONCLUSION
  12. Section 7: Critical Issues
    1. Chapter 63: Theoretical Approaches to the Marketing of Innovation in Biotechnology Firms
      1. ABSTRACT
      2. INTRODUCTION
      3. METHODOLOGY
      4. THE CHARACTERISTICS OF THE MARKETING OF INNOVATION
      5. CO-EVOLUTION OF MARKETING BUDGET INNOVATION / R&D
      6. INCREASING PROBABILITY OF SUCCESS OF NEW BIOTECHNOLOGY PRODUCTS
      7. THE SHORTCOMINGS OF THE LINEAR CONCEPT WITH RESPECT TO MARKETING INNOVATION
      8. THE CHALLENGES OF A NEW PRODUCT
      9. THE PIONEERS-BUSINESS CUSTOMER INTERACTIONS
      10. CONCLUSION
    2. Chapter 64: Segmentation Challenges Posed by ‘Transnationals’ in Mobile Marketing
      1. ABSTRACT
      2. INTRODUCTION: MOBILE MARKETING IN RESPONSE TO HUMAN MOBILITY AND MOBILE TECHNOLOGIES
      3. AN EXAMINATION OF THE SEGMENTATION VARIABLES AND SUCCESSFUL SEGMENTATION CRITERIA IN MOBILE MARKETING
      4. RELATING MOBILE MARKETING SEGMENTS TO MOBILE CUSTOMERS
      5. MOBILES AND MOBILE NATIONALS: AN OVERLOOKED SEGMENT?
      6. TRANSNATIONALS: AN EMERGING SEGMENT FOR MOBILE MARKETING
      7. CONCLUSION
    3. Chapter 65: Social Networking and Privacy
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. NO ROOM FOR PRIVACY IN SOCIAL NETWORKING
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
    4. Chapter 66: Between Physical and Virtual Reality
      1. ABSTRACT
      2. SOME STRUCTURAL DATA ON THE COMPANY: FROM A FAMILY BUSINESS, TO AN INDUSTRY, TO A “CULTURAL PHENOMENON”
      3. THE BENETTON COMPANY SEEN THROUGH THE EYES OF THE TARGET: YOUTH
      4. RESEARCH METHODOLOGY PLAN
      5. CONCLUSION
    5. Chapter 67: The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHOD
      5. RESULTS
      6. DISCUSSION
      7. CONCLUSION
      8. APPENDIX: LIST OF ITEMS
    6. Chapter 68: Theories behind Mobile Marketing Research
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MOBILE MARKETING RESEARCH
      5. FUTURE TRENDS
      6. CONCLUSION
    7. Chapter 69: Moral Guidelines for Marketing Good Corporate Conduct Online
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SPECIAL ISSUES IN MARKETING GOOD CORPORATE CONDUCT ONLINE
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
    8. Chapter 70: How Much is Too Much?
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: THE PRIVACY PRINCIPLES IN ACTION
      4. MAIN THRUST: ELECTRONIC INTRUSION AND PROTECTING THE CONSUMER
      5. FUTURE TRENDS
      6. CONCLUSION
  13. Section 8: Emerging Trends
    1. Chapter 71: Integrating Mobile Marketing into the Marketing Communication
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. M-MARKETING CAMPAIGNS
      5. CONCLUSION
    2. Chapter 72: Mobile Business and Mobile TV
      1. ABSTRACT
      2. MOBILE MARKETING: AN OVERVIEW OF PAST AND CURRENT INITIATIVES CARRIED OUT IN CONJUNCTION WITH OTHER CHANNELS
      3. MOBILE MARKET ECOSYSTEM: AN ANALYSIS
      4. MOBILE PLATFORMS: A SYNOPSIS OF THE AVAILABLE STANDARDS
      5. EXAMPLES OF CURRENT MOBILE TV INITIATIVES AND SOME FUTURE POSSIBLE APPLICATIONS
      6. OPEN DISCUSSION POINTS FOR MOBILE TV
      7. NEW MEDIA AND APPROACH TOWARD EXPERIENTIAL MARKETING
      8. CONCLUSION
    3. Chapter 73: Brand Driven Mobile Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. THESIS 1: THE MOBILE PHONE WILL BE THE UNIVERSAL FEEDBACK CHANNEL
      4. THESIS 2: WIDGETS ARE THE MOBILE INTERNET’S QUALITY CHANNEL
      5. THESIS 3: MOBILE CONSUMERS WILL BE THE FUTURE’S PROGRAMME DIRECTORS
      6. THESIS 4: LOCATION-BASED SERVICES ALLOW FOR HIGHLY EMOTIVE BRAND INTERACTION
      7. THESIS 5: PERVASIVE GAMING TURNS ADVERTISING INTO AN ALL-ENCOMPASSING GAME
      8. CONCLUSION
    4. Chapter 74: Managing E-Health in the Age of Web 2.0
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. HOW WEB 2.0 IMPACTS E-HEALTH EVALUATION AND INVESTMENT DECISIONS
      5. EXAMPLES OF ICT EVALUATION FRAMEWORKS IN HEALTH
      6. BEYOND FRAMEWORKS: EXAMPLE E-HEALTH EVALUATION STUDIES IN RESEARCH
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
    5. Chapter 75: The Google Online Marketing Challenge
      1. EXECUTIVE SUMMARY
      2. BACKGROUND
      3. ONLINE AND SEARCH ADVERTISING
      4. OVERVIEW OF THE GOOGLE CHALLENGE
      5. TRANSNATIONAL COMPARISON OF CLASSROOM LEARNING
      6. STUDENT PERCEPTIONS OF THE COURSE
      7. CONCLUSION OF THE INSTRUCTOR
      8. STUDENT PERCEPTIONS OF THE COURSE
      9. CONCLUSION OF THE INSTRUCTOR
      10. CONCLUSION
    6. Chapter 76: New Digital Media Marketing and Micro Business
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW
      4. 3. METHODOLOGY
      5. DISCUSSIONS
      6. CONCLUSION
    7. Chapter 77: The Marketing Strategies and Applications of English Language Teaching (ELT) Programs via Distance Education
      1. ABSTRACT
      2. INTRODUCTION
      3. THE ROLE OF ENGLISH AS A GLOBAL LANGUAGE IN THE 21ST CENTURY
      4. THE IMPORTANCE OF MARKETING OF ENGLISH LANGUAGE TEACHING (ELT) PROGRAMS
      5. ELT MARKET AND TEACHER TRAINING
      6. ELT MARKETING CONFERENCES
      7. USING TECHNOLOGY AND DISTANCE EDUCATION IN ELT
      8. USING DISTANCE EDUCATION IN ENGLISH LANGUAGE TEACHING (ELT)
      9. USING NEWSPAPERS IN ENGLISH LANGUAGE TEACHING (ELT)
      10. USING RADIO IN ENGLISH LANGUAGE TEACHING (ELT)
      11. USING VIDEO IN THE ELT CLASSROOM
      12. DISTANCE TEACHER TRAINING IN ELT
      13. DISTANCE ENGLISH LANGUAGE TEACHING (DELT) AND ENGLISH LANGUAGE TEACHER TRAINING (DELTT) PROGRAMMES IN TURKEY
      14. SOME SAMPLES OF MARKETING ELT PROGRAMS AND PRODUCTS
      15. A CREATIVE PARTNERSHIP AND AN INNOVATIVE AND EFFECTIVE MULTIMEDIA ENGLISH LANGUAGE LEARNING AND TEACHING WEBSITE
      16. LEARNING MULTIPLE LANGUAGES ON THE INTERNET
      17. E-LEARNING ENGLISH WITH TELL ME MORE®
      18. ERUDITOR
      19. THE LINGUAPHONE GROUP
      20. CONCLUSION
    8. Chapter 78: Social Computing and the New Market
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH OPPORTUNITIES
      7. CONCLUSION
    9. Chapter 79: From E-Commerce to V-Commerce
      1. ABSTRACT
      2. INTRODUCTION AND BACKGROUND
      3. WEB 3.0: ARE WE THERE YET?
      4. MARKETING CONVERGENCE
      5. BUSINESS-TO-BUSINESS INTERNET MARKETING
      6. THE EVOLUTION OF BROWSERS, PORTALS AND SEARCH ENGINES
      7. SOCIAL NETWORKING MOVING TOWARD MONETIZATION
      8. FROM E-COMMERCE TO V-COMMERCE
      9. CONCLUSION