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Marketing and Advertising in E-Commerce

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Part of the Springer Texts in Business and Economics book series (STBE)


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

  1. 1.

    Describe factors that influence online consumer behavior.

  2. 2.

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

  3. 3.

    Understand consumer market research in e-commerce.

  4. 4.

    Describe the objectives and characteristics of Web advertising.

  5. 5.

    Describe the major advertising methods used on the Web.

  6. 6.

    Learn mobile marketing concepts and techniques.

  7. 7.

    Describe various online advertising strategies and types of promotions.

  8. 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.

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