Internet Marketing Research: Theory and Practice

Internet Marketing Research: Theory and Practice
ISBN-10
1930708890
ISBN-13
9781930708891
Category
Business & Economics
Pages
272
Language
English
Published
2000-07-01
Publisher
IGI Global
Authors
Lee, Ook

Description

Internet marketing has become an important issue for many businesses around the world which have any form of commercial presence on the net. It is often perceived that doing business on the Internet mostly requires competency in the technology area. However as many dot com companies are failing due to lack of revenue generation, which could be induced by the inadequate marketing and marketing research, practitioners and scholars of e-commerce are keen to obtain a better understanding of the whole phenomenon of Internet marketing. To understand what's working as an Internet marketing strategy or tactic, one needs to conduct marketing research using rigorous statistical methodology.

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