Abstract
Upon completion of this chapter, you will be able to:
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1.
Describe factors that influence online consumer behavior.
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2.
Explain how consumer behavior can be analyzed for creating personalized services.
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3.
Understand consumer market research in e-commerce.
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4.
Describe the objectives and characteristics of Web advertising.
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5.
Describe the major advertising methods used on the Web.
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6.
Learn mobile marketing concepts and techniques.
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7.
Describe various online advertising strategies and types of promotions.
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8.
Understand some implementation issues.
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Turban, E., Whiteside, J., King, D., Outland, J. (2017). Marketing and Advertising in E-Commerce. In: Introduction to Electronic Commerce and Social Commerce. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-50091-1_9
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