Advances in Electronic Marketing

Advances in Electronic Marketing

Irvine Clarke III (James Madison University, USA) and Theresa B. Flaherty (James Madison University, USA)
Indexed In: SCOPUS View 1 More Indices
Release Date: February, 2005|Copyright: © 2005 |Pages: 336
DOI: 10.4018/978-1-59140-321-0
ISBN13: 9781591403210|ISBN10: 1591403219|EISBN13: 9781591403234|ISBN13 Softcover: 9781591403227
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Description & Coverage
Description:

There are many challenges facing organizations today as they incorporate electronic marketing methods into their strategy. Advances in Electronic Marketing examines these challenges within three major themes: the global environment, the strategic/technological realm, and the buyer behavior of online consumers. Each chapter raises important issues, practical applications, and relevant solutions for the electronic marketer.

Advances in Electronic Marketing not only addresses Internet marketing and the World Wide Web, but also other electronic marketing tools, such as geographic information systems, database marketing, and mobile advertising. This book provides researchers and practitioners with an updated source of knowledge on electronic marketing methods.

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Reviews and Testimonials

"I must commend the editors for a most timely book. Electronic Marketing is, without a doubt, an area on the forefront of marketing today, as noted by the observation in Marketing News, June 15th, that 'e-commerce will nearly double in the year 2008.' [Advances in Electronic Marketing] includes not only online marketing issues, but other electronic marketing topics, such as m-advertising and m-branding."

– David P. Paul, Ph.D., Monmouth University, USA.

I find that the articles cover most areas of interest to teachers of E-marketing classes at the university and community college levels. Thus, the book would be one that professors could adopt for a variety of courses that function around marketing on the internet. Depending upon how the course is structured, Advances in Electronic Marketing could be used as either a principal or supplemental text. The articles are well-written, easy to read and understand, and current in their references. What I particularly like is that most of the articles do an excellent job of integrating marketing concepts and theories into the electronic environment. This is important, in my opinion, since E-commerce is a subset of marketing and an area that many firms are struggling to successfully integrate with their bricks and mortar operations.

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As a B2B(business-to-business) researcher, I especially like the initial article by Bridges, Goldsmith, and Hofacker that compares B2B and B2C (business-to-consumer) customers. I believe this article would be an excellent resource for a wide range of classes that include: undergraduate principles of marketing, electronic marketing, or an introductory MBA Marketing Management class. Another example is the excellent article by Michael Zugelder that examines the legal aspects of electronic commerce. As electronic commerce continues to expand exponentially, the legal status of electronic commerce remains in limbo in nearly all nations of the world. This article points out a number of the pitfalls that may snare E-commerce practitioners. The same is true for all the articles in the compilation.

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In summary the articles presented in Advances in Electronic Marketing offer valuable information and guidance for electronic marketers. However, being exposed to this information is also essential for all students of marketing. As we enter the 21st century, marketing managers must be cognizant of the theory, strategy, and importance of electronic marketing. The book by Clarke and Flaherty is a valuable resource that will be useful for students and experts within the field of electronic marketing. I highly recommend that you consider this outstanding work for your personal reading and/or adoption in your class.

– Earl Honeycutt, Ph.D., Elon University, USA
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Editor Biographies
Dr. Irvine Clarke III is an Associate Professor of Marketing at James Madison University teaching International Marketing and Marketing Management. He received his B.S.B.A. in Marketing from the University of Richmond and his M.B.A. and Ph.D. from Old Dominion University. Prior to joining JMU, he held the Freede Endowed Professorship of Teaching Excellence at Oklahoma City University. His current research, in international marketing and marketing technology, has been published in the Journal of International Marketing, International Marketing Review, Industrial Marketing Management, Journal of Marketing Education, Marketing Education Review, Journal of Internet Commerce, and the Journal of the Academy of Marketing Science. Dr. Clarke has taught at locations in Canada, England, France, Germany, Malaysia, Mexico, Singapore and the People's Republic of China. He has 15 years of public and private sector organizational experience in various marketing areas. He currently serves on the editorial review boards of International Marketing Review, Journal of Marketing Education, Health Marketing Quarterly; also serving as section editor for Marketing Education Review and abstracts editor for The Journal of Personal Selling & Sales Management.
Dr. Theresa B. Flaherty is an Associate Professor of Marketing at James Madison University where she teaches Strategic Internet Marketing and Integrated Marketing Communications. Prior to this position, she was an Assistant Professor of Marketing and a member of the e-commerce faculty at Old Dominion University. She also taught marketing management and marketing research classes at the University of Kentucky where she earned her Ph.D. Dr. Flaherty, a Certified eMarketing Associate, has work experience at JBI Customized Computer Solutions, California University of Pennsylvania's Entrepreneurial Assistance Center and Mon Valley Renaissance Program, IBM, and Service Corporation International. Dr. Flaherty has appeared in journals such as The Journal of Internet Commerce, Industrial Marketing Management, International Marketing Review, The Journal of Personal Selling and Sales Management, Central Business Review, and The Journal of Marketing Education. Dr. Flaherty serves as the Society for Marketing Advances Director of Placement Services, Peer Reviewer for MERLOT (Multimedia Educational Resources for Learning and Online Teaching), and is the Principles of Marketing Section Editor for The Electronic Teaching Resources of Marketing Education Review.
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