Global E-Commerce and Online Marketing: Watching the Evolution

Specialists from business and academia present a meticulously researched, compelling examination of the forces of globalization, innovation, and relentless technological competition—and the profound effect they are having on the evolution of e-commerce and online marketing. The editors and contributors to this unique, wide ranging volume probe the fundamental, long-term drivers of the Internet infrastructure, e-commerce models, marketing approaches and customer behaviors, blending insights from the U.S., Europe, and the Asia-Pacific nations. They offer fresh understanding of why certain e-commerce practices work and why some don't, noting specifically Internet-based buying. With practical managerial advice, important empirical findings, and new ways to comprehend the intricacies of the fast-morphing world of today's business. The book's global perspective and interdisciplinary viewpoints provide the framework marketing executives and their top level colleagues need to make sense of an onslaught of events during coming months, even years, and the marketplace skills to help their companies prosper from them.

Provides international and cross disciplinary insights into the way e-commerce and online marketing are evolving.

Booknews

Professors of marketing and telecommunications from the U. of Rhode Island (US) and the Technical U. of Braunschweig (Germany) present 19 chapters that explore the impact of the Internet and associated technologies on the business world, focusing on marketing in particular. The chapters are organized into five sections that explore how Internet marketing is challenging conventional business paradigms; focus on selected results of empirical studies looking at the influence of the Internet on marketing in the international context; explore theoretical frameworks for online marketing; address special problems and opportunities such as Web site design, online data acquisition, virtual communities, privacy, and access issues; and explore overall Web strategies and emerging patterns of Internet-aided distance education. Also included is a glossary of Internet and e-commerce terms. Annotation c. Book News, Inc., Portland, OR (booknews.com)

NIKHILESH DHOLAKIA is Professor of Marketing and E-Commerce, College of Business Administration, University of Rhode Island. He concentrates his research on information age strategies in the global economy and on global consumer culture.

WOLFGANG FRITZ is Professor of Marketing at the Technical University of Braunschweig and Honorary Professor at the University of Vienna.

RUBY ROY DHOLAKIA is Professor and Director, Research Institute for Telecommunications and Information Marketing (RITIM), College of Business Administration, University of Rhode Island.

NORBERT MUNDORF is Professor of Communication Studies, University of Rhode Island.