Global E-Commerce and Online Marketing: Watching the Evolution

Global E-Commerce and Online Marketing: Watching the Evolution

Global E-Commerce and Online Marketing: Watching the Evolution

Global E-Commerce and Online Marketing: Watching the Evolution

Synopsis

Specialists from business and academia present a meticulously researched, compelling examination of the effect that globalization, innovation, and relentless technological competition are having on the development of e-commerce and marketing. The editors offer practical managerial insights, important empirical findings, and new ways to comprehend the intricacies of the fast-morphing world of electronic business. The book's global perspective and cross disciplinary orientation will give marketing executives and their top level colleagues the framework they need to help their companies prosper.

Excerpt

This book is the result of collaborative work between a number of researchers in the United States, Germany, Sweden, Denmark, South Korea, and New Zealand. In particular, the collaboration between the Research Institute for Telecommunications and Marketing (RITIM) at the University of Rhode Island in the United States and the Institute for Marketing at the Technical University of Braunschweig in Germany has been pivotal in developing this book. Industry experts from firms such as Andersen Consulting, Continental AG, McKinsey & Co., Telia, Volkswagen, and ZUMA have joined the academic group of authors as core searchers and contributors to this book.

The result is a unique book that provides in-depth and international insights into the way that e-commerce and online marketing are evolving. In this book, you will find not only strong managerial insights but also plenty of empirical research evidence as well as fresh conceptualizations to comprehend the intricacies of the fast-changing world of e-commerce. The diversity of global perspectives presented in this book helps to illuminate the nature of e-commerce in ways that cannot be found in books that reflect only the North American perspective. We hope that the content of the chapters will be useful to managers, students, and policymakers alike.

A number of individuals have helped greatly in conducting the background research for this book and in putting together the diverse content from different parts of the world. We would especially like to acknowledge the help that we have received from Kuan-Pin Chiang, Zhenhong Hu, Martin Kerner, Nir Kshetri, Tobias Lührig, Jerry Paquin, Miao Zhao, and Detlev Zwick. Office assistance provided by Amy Van Amersfoort has been invaluable.

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