From the book lists at Adware Report:

All information current as of 02:59:45 Pacific Time, Wednesday, 23 February 2005.

Internet Marketing Research : Theory and Practice

   by Ook Lee

    Idea Group Publishing
    01 May, 2003


   Available for download now

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Editorial description(s):

From Book News, Inc.
In his preface to these 14 papers, Lee (U. of Queensland, Australia) emphasizes that: "To understand what's working as an Internet marketing strategy or tactic, one needs to conduct marketing research using rigorous statistical methodology." Early chapters by international academics and business practitioners introduce the concepts and tools of Internet marketing. Provided are Internet marketing company profiles in a comparative analysis, an example of collecting and utilizing online consumer information, a survey of companies' technical capabilities, and information on the marketing of e-books. Subsequent chapters offer examples of statistical analysis in investigations of consumers' commercial Web use behavior.Copyright © 2004 Book News, Inc., Portland, OR --This text refers to the

Book Description
This book deals with the timely topics of Internet marketing research. Internet marketing has become an important aspect of e-commerce and various concepts/strategies were implemented to support marketing on the Net. However, discovering what's really working or not in Internet marketing requires whole new approaches of quantitative/empirical methods. Internet Marketing Research: Theory and Practice presents a collection that provides the rigorous tests of the Internet marketing phenomenon.

Reader review(s):

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