The Internet and Global Markets

The Internet and Global Markets

José Manuel Ortega Egea (University of Almeria, Spain) and Manuel Recio Menedez (University of Almería, Spain)
Copyright: © 2005 |Pages: 46
DOI: 10.4018/978-1-59140-824-6.ch009
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This chapter examines the impact of the Internet and related technologies on global marketing activities (global e-marketing), under consideration of the following aspects: • Special implications for multinational corporations (MNCs) and small and medium-sized companies (SMCs) • Distinction between business-to-consumer (B2C) and business-to-business (B2B) markets • Role of the Internet as a complementary or supplementary marketing channel In order to clarify the special characteristics and challenges involved in global e-marketing practices, the authors have carried out a review of related empirical and conceptual research. The following conclusions can be drawn with regard to the characteristics of reviewed studies: 1. Due to the global nature of the Internet, relatively little research explicitly accounts for the differences between domestic and global e-marketing practices. Further research is needed on issues directly related to the Internet “global reach.” 2. Relatively more studies analyze global Internet marketing from a theoretical point of view. Academics are recently recognizing the need to carry out empirical research, both in B2C and B2B online environments.

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Table of Contents
Sandeep Krishnamurthy
Chapter 1
Sanjeev Swami, Ram Krishna
This paper addresses the role of consumer involvement in Web site evaluation. We investigate the factors that lead the consumer to be involved with... Sample PDF
Evaluation of Web Sites on Information and Entertainment Properties: The Role of Involvement
Chapter 2
Mark P. Sena, Gerald Braun
With annual sales of $7.5 billion, eBay Motors has become one of the most important online marketplaces. For several years, researchers have used... Sample PDF
An Examination of Consumer Behavior on eBay Motors
Chapter 3
Sanjeev Swami
This chapter presents the case study of a successful dot-com venture in India,, in the job search market. We begin by providing an... Sample PDF
Job Search at Case Study of a Successful Dot-Com Venture in India
Chapter 4
Thomas W. Porter
The purpose of this chapter is to help Web marketers better understand the basis for the development of more customer-focused, value-enhanced Web... Sample PDF
User-Centered Design and Marketing: Online Customer Value
Chapter 5
Merrill Warkentin, Robert S. Moore, Melissa Moore
Marketers now use numerous electronic communication vehicles in which the collection and use of personal information can influence the development... Sample PDF
A Synthesis and Analysis of Behavioral and Policy Issues in Electronic Marketing Communications
Chapter 6
Shailey Minocha, Liisa H. Dawson, Ann Blandford, Nicola Millard
Effective advertising, good usability, and creating value are important in an e-commerce environment to attract and retain customers. In the... Sample PDF
Providing Value to Customers in E-Commerce Environments: The Customer's Perspective
Chapter 7
Subir Bandyopadhyay, Rosemary Serjak
In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager... Sample PDF
Key Success Requirements for Online Brand Management
Chapter 8
Daniela Andreini
Marketing is a discipline that concentrates on the process of exchange between two market groups, and for this reason, it has been immediately... Sample PDF
The Evolution of Theory and Practice of Marketing in Light of Information Technology
Chapter 9
José Manuel Ortega Egea, Manuel Recio Menedez
This chapter examines the impact of the Internet and related technologies on global marketing activities (global e-marketing), under consideration... Sample PDF
The Internet and Global Markets
Chapter 10
Peyton Mason, Boyd Davis, Deborah Bosley
In this chapter, we will first discuss what stance is and highlight how we identify and measure stance using multivariate techniques, using an... Sample PDF
Stance Analysis: Social Cues and Attitudes in Online Interaction
Chapter 11
Maria Madlberger
Online and off-line retailers fulfill a wide range of functions that are beneficial to manufacturers as well as to individual consumers. In doing... Sample PDF
Applications of Internet-Based Marketing Instruments by Multichannel Retailers: A Web Site Analysis in the U.S. and the UK
Chapter 12
S. Ramesh Kumar
Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and its impact on online strategies... Sample PDF
The E-Mode of Brand Positioning: The Need for an Online Positioning Interface
Chapter 13
Manlio Del Giudice, Michel Polski
We discuss a dynamic model of cognitive and behavioral e-loyalty developed through the analysis of barriers (perceived switching costs) which can be... Sample PDF
Locked In By Services: Willingness to Pay More and Switching Behavior in a Digital Environment
Chapter 14
Peter O’Connor
The Web provides unprecedented opportunities for Web site operators to implicitly and explicitly gather highly detailed personal data about site... Sample PDF
Comparative Analysis of International Approaches to the Protection of Online Privacy
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