nach oben

Erschienen in:

2018 | OriginalPaper | Buchkapitel

10. Marketing and Advertising in E-Commerce

verfasst von : Efraim Turban, Jon Outland, David King, Jae Kyu Lee, Ting-Peng Liang, Deborrah C. Turban

Erschienen in: Electronic Commerce 2018

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Upon completion of this chapter, you will be able to:

Describe factors that influence online consumer behavior.

Explain how consumer behavior can be analyzed for creating personalized services.

Understand consumer market research in e-commerce.

Describe the objectives and characteristics of Web advertising.

Describe the major advertising methods used on the Web.

Learn mobile marketing concepts and techniques.

Describe various online advertising strategies and types of promotions.

Understand some implementation issues.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel Social Enterprise and Other Social Commerce Topics

Nächstes Kapitel E-Commerce Security and Fraud Issues and Protections

Allen, R. “7 Examples of Effective Mobile Marketing Campaigns.” Smart Insights, April 29, 2016. smartinsights.com/mobile-marketing/mobile-advertising/7-effective-mobile-marketing-campaigns (accessed January 2017).

Alhlou, F., E. Fettman, and S. Asif. Google Analytics Breakthrough: From Zero to Business Impact, Hoboken, NJ: Wiley, 2016.

Amerland, D. Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence (Que Biz-Tech Series). Hoboken, NJ: Que Publishing, 2015.

Batrinca, B. and P. Treleaven. (2014). Social Media Analytics: A Survey of Techniques, Tools and Platforms. AI & Society, July 26, 2014.

Bhasin, H. “Marketing Mix of Rolex.” Marketing91, November 30, 2016. marketing91.com/marketing-mix-of-rolex (accessed January 2017).

Bilos, A., I. Ruzic, I. Kelic. “An Enterprise Odyssey.” International Conference Proceedings: 1195-1207. Zagreb: University of Zagreb, Faculty of Economics and Business. (2014)

Burton, R. “Six Steps for Creating a Viral Marketing Campaign.” SEO Site Checkup, March 24, 2016. seositecheckup.com/articles/six-steps-for-creating-a-viral-marketing-campaign (accessed January 2017).

Carpenter, J. “Could Ikea Furniture Assembly Be a Tipping Point for Augmented Reality?” Forbes, June 10, 2016. forbes.com/sites/johncarpenter1/2016/06/10/could-ikea-furniture-assembly-be-a-tipping-point-for-augmented-reality/ (accessed January 2017).

Charlton, G. “21 Ways Online Retailers Can Improve Customer Retention Rates.” Econsultancy, July 3, 2015. econsultancy.com/blog/11051-21-ways-online-retailers-can-improve-customer-retention-rates (accessed January 2017).

Chiu, C.-M., E. T. C. Wang, Y. H. Fang, and Y. H. Huang. “Understanding Customers’ Repeat Purchase Intentions in B2C E-Commerce: The Roles of Utilitarian Value, Hedonic Value and Perceived Risk.” DOI: 10.1111/j.1365-2575.2012.00407.x Information Systems Journal, Volume 24, Issue 1, (2014).

Cohen, W. W. “Collaborative Filtering: A Tutorial.” Carnegie Mellon University (Undated). Available for download at google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0ahUKEwiBhduAgZLMAhWMHD4KHRSMBlkQFggdMAA&url=https%3A%2F%2Fwww.cs.cmu.edu%2F~wcohen%2Fcollab-filtering-tutorial.ppt&usg=AFQjCNGxEZhzDumFZBRKESQ2gpqB9kAPBw&cad=rja (accessed January 2017).

Coughlan, S. “Time Spent Online 'Overtakes TV' Among Youngsters.” BBC News, January 26, 2017. bbc.com/news/education-35399658 (accessed January 2017).

Duermyer, R. “Search Engine Optimization Tutorial.” The Balance, July 4, 2016. thebalance.com/search-engine-optimization-tutorial-1794804 (accessed January 2017).

Einav, L., D. Knoepfle, J. Levin, and N. Sundaresan. “Consumer Behavior in Online Shopping Is Affected by Sales Tax.” London School of Economics and Political Science, January 14, 2014. blogs.lse.ac.uk/usappblog/2014/01/14/sales-tax-internet (accessed January 2017).

Eslinger, T. Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design. Hoboken, NJ: Wiley, 2014.

Forbes. “The World's Most Valuable Brands.” Forbes, 2016. forbes.com/companies/rolex (accessed January 2017).

Hanford, J.” Why Email Marketing Is Essential for Business [Infographic].” Business 2 Community, March 7, 2016. business2community.com/infographics/email-marketing-essential-business-infographic-01473089#Z9Ywc1bSJgBDxMME.97 (accessed January 2017).

Greengard, S. “AI Helps North Face Get Personal With Customers.” Baseline, February 2, 2016. baselinemag.com/crm/ai-helps-north-face-get-personal-with-customers.html (accessed January 2017).

Hulu, LLC. “Patent Issued for Video Ad Swapping in a Video Streaming System.” (2015). Marketing Weekly News, 485.

IAB. IAB Internet Advertising Revenue Report: 2016 Q3 Results. December 2016.

Insivia. “27 Video Stats for 2017.” January 27, 2017. insivia.com/27-video-stats-2017/ (accessed January 2017).

Khan, G. Seven Layers of Social Media Analytics: Mining Business Insights from Social Media Text, Actions, Networks, Hyperlinks, Apps, Search Engine, and Location Data. New York: CreateSpace Independent Publishing Platform. 2015.

Kissmetrics. “10 Tactics for Increasing Your Customer Lifetime Value and Loyalty.” Kissmetrics, 2016. blog.kissmetrics.com/increasing-customer-ltv-and-loyalty (accessed January 2017).

Le Vu, M. The Video Marketers Cookbook: Video Marketing Explained: 4 Ingredients that Turn Views into Brand Awareness, Leads and Sales, Seattle, WA: Amazon Digital Services, 2016.

LePage, E. “All the Social Media Advertising Stats You Need to Know.” Hootesuite, November 29, 2016a. blog.hootsuite.com/social-media-advertising-stats/ (accessed January 2017).

LePage, E. “How To Create a Social Media Marketing Plan In 6 Steps.” Hootsuite, August 4, 2016b. blog.hootsuite.com/how-to-create-a-social-media-marketing-plan (accessed January 2017).

Lin, H., H. Li, and Y. Wang. (2015). “Permission-Based E-Mail Marketing Websites Success: An Integrated Perspective.” Journal of Global Information Management (JGIM), 23(2), 1-23.

NewsCred. “Time for Social: 5 Lessons Luxury Brands Can Learn From Rolex.” NewsCred Insights, July 5, 2014. insights.newscred.com/lessons-luxury-brands-learn-from-rolex/ (accessed January 2017).

Marshall, M. “The North Face to Launch Insanely Smart Watson-Powered Mobile Shopping App Next Month.” VentureBeat, March 4, 2016. venturebeat.com/2016/03/04/the-north-face-to-launch-insanely-smart-watson-powered-shopping-app-next-month (accessed January 2017).

McDaniel, C. Jr., and R. Gates. Marketing Research, 10th ed. Hoboken, NJ: Wiley, 2014.

Mobile Ads. “Location-Based Mobile Advertising: A Step-by-Step Guide for Small Businesses.” Mobile Ads Blog, December 22, 2016. mobileads.com/blog/location-based-mobile-advertising-small-business (accessed January 2017).

Page, C. “Netflix Launches Social Recommendations for Sharing Guilty Pleasures with Friends.” The Inquirer, September 2, 2014. theinquirer.net/inquirer/news/2363001/netflix-launches-social-recommendations-for-sharing-guilty-pleasures-with-friends (accessed January 2017).

Paton, E. “Rolex Races to Reclaim Market Share.” Financial Times, June 5, 2014. ft.com/content/01eb4294-cae1-11e3-9c6a-00144feabdc0 (accessed January 2017).

Popper, B. “How Netflix Completely Revamped Recommendations for Its New Global Audience.” The Verge, February 17, 2016. theverge.com/2016/2/17/11030200/netflix-new-recommendation-system-global-regional (accessed January 2017).

Raimond, Y. and J. Basilico. “Recommending for the World.” Netflix Tech Blog, February 17, 2016. techblog.netflix.com/2016/02/recommending-for-world.html (accessed January 2017).

Ramírez, S. “5 Ways To Identify Your Users Without Using Cookies.” Kompyte, October 27, 2015. kompyte.com/5-ways-to-identify-your-users-without-using-cookies/ (accessed January 2017).

Richter, F. “Consumers Still Trust Traditional Media Advertising Over Online Ads.” January 8, 2014. statista.com/chart/1473/consumer-trust-in-advertising (accessed January 2017).

Rowles, D. Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. London, UK: Kogan Press, 2017.

Schrack, M. “Augmented Reality: The Best Examples and Activations.” Sanborn Agency, October 27, 2016. sanbornagency.com/best-augmented-reality-examples (accessed January 2017).

Soliday, C. “Rolex Doesn’t Care About Twitter.” Huffington Post, April 11, 2016. huffingtonpost.com/courtney-m-soliday/rolex-fashions-anti-socia_b_9666784.html (accessed January 2017).

Strauss, J., and R. Frost. E-Marketing, 7th ed. Upper Saddle River, NJ: Pearson Education, 2014.

Statistica. “Social Media Advertising.” 2016. statista.com/outlook/220/109/social-media-advertising/united-states (accessed January 2017).

The Balance. “7 Steps to Planning a Successful Promotional Campaign.” The Balance, August 30, 2016. thebalance.com/steps-successful-promotion-campaign-2295836 (accessed January 2017).

Teixeira, T. and S. Gupta. “Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?” Harvard Business Review, September 2015. hbr.org/2015/06/case-study-can-retailers-win-back-shoppers-who-browse-then-buy-online (accessed January 2017).

Thompson, D. “3 Ways to Increase Customer Loyalty.” Entrepreneur, March 30, 2015. entrepreneur.com/article/244138 (accessed January 2017).

Van Bommel, E., Edelman, D., and Ungerman, K. “Digitizing the consumer decision journey.” McKinsey & Company June 2014. mckinsey.com/business-functions/marketing-and-sales/our-insights/digitizing-the-consumer-decision-journey (accessed January 2017).

Van Camp, J. “16 Trends from Mobile World Congress That Will Reshape the Year Ahead.” Digital Trends, February 27, 2016. digitaltrends.com/mobile/16-crazy-mobile-trends-for-2016 (accessed January 2017).

VentureBeat. ” Mobile Commerce Wars: Apps Versus Mobile Web.” VentureBeat, September 6, 2016. venturebeat.com/2016/09/06/mobile-commerce-wars-apps-versus-mobile-web (accessed January 2017)

Weise, E. “They Really Are Watching You: Web Tracking Surges with Online Ads.” USA Today, August 16, 2016. usatoday.com/story/tech/news/2016/08/16/web-trackers-cookies-third-party-doubleclick-google-university-of-washington/88864172 (accessed January 2017).

Weisfeld-Spolter, S., F. Sussan, and S. Gould. “An Integrative Approach to eWOM and Marketing Communications.” Corporate Communications an International Journal, July 2014.

Williams, A. SEO 2017 & Beyond: A Complete SEO Strategy - Dominate the Search Engines! Seattle, WA: CreateSpace Independent Publishing Platform, 2016.

Wong, J. “A Step-By-Step Guide to Setting Up a Mobile Marketing Campaign.” Convince & Convert, 2016. convinceandconvert.com/mobile/a-step-by-step-guide-to-setting-up-a-mobile-marketing-campaign (accessed January 2017).

Wright, T. Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth. New York: McGraw-Hill, 2014.

Titel: Marketing and Advertising in E-Commerce
verfasst von: Efraim Turban
Jon Outland
David King
Jae Kyu Lee
Ting-Peng Liang
Deborrah C. Turban
Verlag: Springer International Publishing
Buch: Electronic Commerce 2018
Print ISBN: 978-3-319-58714-1

Electronic ISBN: 978-3-319-58715-8

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-319-58715-8_10

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"