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Marketing in the Cyber Era

Book Description

The growth of new technologies, internet, virtualization, and the globalization of production and consumption has given focus on new marketing strategies in the cyber era. This has shaped a demand for an innovative conceptual framework for the marketing industry. Marketing in the Cyber Era: Strategies and Emerging Trends brings together best practices and innovative approaches for effective marketing in today’s economy. Stressing the importance of structure, strategy, leadership, and marketing in the Cyber Era; this book is a useful tool for upper-level students, researchers, academicians, professionals and practitioners, scientists, and executive managers of marketing in profit and non-profit organizations.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
  6. Dedication
  7. Foreword
  8. Preface
  9. Section 1: Emerging Trends
    1. Chapter 1: E-Service Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. E-SERVICE MARKETING VERSUS TRADITIONAL SERVICE MARKETING
      4. E-TAILING
      5. E-COMMERCE AND E-SERVICES
      6. E-SERVICE QUALITY SCALES
      7. 7Cs OF E-SERVICE MARKETING
    2. Chapter 2: Personal Blog Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BLOG COMMERCIALISATION MODES
      4. PARADIGM SHIFT
      5. OPPOSITION TO SPONSORED POSTS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
    3. Chapter 3: Virtual Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. INFLUENCE OF INTERNET ON MARKETING
      4. INFLUENCE OF INTERNET ON THE CONCEPT OF MARKETING
      5. INFLUENCE OF INTERNET ON MARKETING INSTRUMENTS
      6. INFLUENCE OF INTERNET ON ORGANIZATION OF MARKETING ACTIVITIES
      7. FUTURE RESEARCH DIRECTIONS OF VIRTUALIZED MARKETING
      8. CONCLUSION
    4. Chapter 4: SMS Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. GLOBAL TRENDS OF SMS MARKETING
      4. RESEARCH DESIGN
      5. THE CASE FOR SMS MARKETING
      6. TOWARDS A MODEL OF NEGOTIATING THE SMS INTERFACE
      7. CONCLUSION
    5. Chapter 5: G2C Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ISSUES, CONTROVERSIES, PROBLEMS
      5. METHODOLOGY
      6. SOLUTIONS AND RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
    6. Chapter 6: B2C Market
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND
      4. METHODS
      5. RESULTS
      6. ACADEMIC AND MANAGERIAL IMPLICATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
    7. Chapter 7: Social Network Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. CUSTOMER VALUE IN SOCIAL NETWORKS
      4. CONCEPTUAL MODEL OF CUSTOMER RELATIONSHIP MANAGEMENT IN SOCIAL NETWORKS
      5. COMPETITIVE ACTIONS OF SOCIAL NETWORKS
      6. DISCUSSION
    8. Chapter 8: Tourism Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE SYNTHESES
      4. DISCUSSION
      5. CONCLUSION
    9. Chapter 9: Online Customer Experience
      1. ABSTRACT
      2. INTRODUCTION
      3. CUSTOMER EXPERIENCE
      4. ONLINE CUSTOMER EXPERIENCE
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
  10. Section 2: Emerging Strategies
    1. Chapter 10: Recovery Strategies in On-Line Service Failure
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL FRAMEWORKS
      4. RESEARCH METHODOLOGY
      5. COMMUNICATION
      6. EXPECTED TIME OF RECOVERY
      7. DISCUSSION
      8. MANAGERIAL IMPLICATIONS
      9. CONCLUSION AND LIMITATIONS
    2. Chapter 11: Halal Branding
      1. ABSTRACT
      2. INTRODUCTION
      3. FUNDAMENTALS OF HALAL FOOD
      4. ISLAMIC BRANDING
      5. HALAL BRANDING
      6. LEGAL AND PRACTICAL ISSUES IN HALAL BRANDING
      7. MODELS OF HALAL BRAND AND FOODS
      8. CONCLUSION AND SUGGESTIONS
    3. Chapter 12: Sport Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. A NEW OPPORTUNITY OF COMMUNICATION
      4. IMPORTANCE OF NEW TECHNOLOGIES
      5. STRATEGIC USE OF TWITTER IN SPORTS ORGANIZATIONS
      6. USING TWITTER IN SPORTS ORGANIZATIONS SMALL AND MODEST ATHLETES
      7. SPORT COMMUNICATION STRATEGIES IN FACEBOOK
      8. TRENDS IN ONLINE SPORT MARKETING
      9. DALLAS COWBOYS
      10. FUTURE RESEARCH DIRECTIONS
      11. SOLUTIONS AND RECOMMENDATIONS
      12. CONCLUSION
    4. Chapter 13: FRIENDVERTISING
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SOLUTION AND RECOMMENDATION
      5. FUTURE RESEARCH DIRECTION
      6. CONCLUSION
    5. Chapter 14: Online Customer Satisfaction at Point-of-Purchase and Post-Purchase Phases
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. PROBLEMS
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
    6. Chapter 15: Cross-Cultural Management
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. CONCLUSION
    7. Chapter 16: Climate Information Sources (CISs) and Tourist Satisfaction
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEIW
      4. METHODOLOGY
      5. ANALYSIS
      6. OTHER RESULTS
      7. DISCUSSION AND CONCLUSION
  11. Compilation of References
  12. About the Contributors
  13. Related References