I Clarke Iii, T Flaherty - Advances In Electronic Marketing.pdf

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Irvine Clarke III
James Madison University, USA
Theresa B. Flaherty
James Madison University, USA
Hershey • London • Melbourne • Singapore
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Acquisitions Editor:
Renée Davies
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Published in the United States of America by
Idea Group Publishing (an imprint of Idea Group Inc.)
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Copyright © 2005 by Idea Group Inc. All rights reserved. No part of this book may be repro-
duced in any form or by any means, electronic or mechanical, including photocopying, without
written permission from the publisher.
Product or company names used in this book are for identification purposes only. Inclusion of the
names of the products or companies does not indicate a claim of ownership by IGI of the
trademark or registered trademark.
Library of Congress Cataloging-in-Publication Data
Advances in electronic marketing / Irvine Clarke, III and Theresa Flaherty, editors.
p. cm.
Summary: "This book addresses Internet marketing and the World Wide Web, and other electronic
marketing tools such as geographic information systems, database marketing, and mobile advertis-
ing"--Provided by publisher.
Includes bibliographical references and index.
ISBN 1-59140-321-9 (h/c) -- ISBN 1-59140-322-7 (s/c) -- ISBN 1-59140-323-5 (ebook)
1. Internet marketing. 2. Internet advertising. 3. World Wide Web. I. Title: Electronic marketing.
II. Clarke, Irvine, 1961- III. Flaherty, Theresa, 1968-
HF5415.1265.A38 2005
658.8'72--dc22
2004029847
British Cataloguing in Publication Data
A Cataloguing in Publication record for this book is available from the British Library.
All work contributed to this book is new, previously-unpublished material. The views expressed in
this book are those of the authors, but not necessarily of the publisher.
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Preface ................................................................................................. vii
Acknowledgments ................................................................................ xv
Section I: Buyer Behavior of Online Consumers
Chapter I
Attracting and Retaining Online Buyers: Comparing B2B and B2C
Customers .............................................................................................. 1
Eileen Bridges, Kent State University, USA
Ronald E. Goldsmith, Florida State University, USA
Charles F. Hofacker, Florida State University, USA
Chapter II
Unlocking E-Customer Loyalty ........................................................... 28
Alvin Y.C. Yeo, University of Western Australia, Australia
Michael K.M. Chiam, University of Western Australia, Australia
Chapter III
Drivers and Barriers to Online Shopping: The Interaction of
Product, Consumer, and Retailer Factors .......................................... 45
Francesca Dall’Olmo Riley, Kingston University, UK
Daniele Scarpi, Universitá di Bologna, Italy
Angelo Manaresi, Universitá di Bologna, Italy
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ChapterIV
eCRM: Understanding Internet Confidence and the Implications
for Customer Relationship Management ........................................... 67
Terry Daugherty, University of Texas at Austin, USA
Matthew Eastin, Ohio State University, USA
Harsha Gangadharbatla, University of Texas at Austin, USA
Section II: E-Marketing Strategy
Chapter V
Global Internet Marketing Strategy: Framework and Managerial
Insights ................................................................................................. 84
Gopalkrishnan R. Iyer, Florida Atlantic University, USA
Chapter VI
Interactive Brand Experience: The Concept and the Challenges ... 103
Mary Lou Roberts, University of Massachusetts Boston, USA
Chapter VII
Viral Marketing: The Use of Surprise ............................................. 122
Adam Lindgreen, Eindhoven University of Technology,
The Netherlands
Joëlle Vanhamme, Erasmus University Rotterdam,
The Netherlands
Chapter VIII
Retailer Use of Permission-Based Mobile Advertising .................. 139
Jari Salo, University of Oulu, Finland
Jaana Tähtinen, University of Oulu, Finland
Section III: Technology for E-Marketing
Chapter IX
Integrating Internet/Database Marketing for CRM ....................... 157
Sally Rao, Adelaide University, Australia
Chris O’Leary, MSI Business Systems Pty Ltd, Australia
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