Advances in Electronic Marketing by Irvine Clarke

By Irvine Clarke

There are various demanding situations dealing with corporations this present day as they contain digital advertising and marketing equipment into their approach. Advances in digital advertising examines those demanding situations inside 3 significant subject matters: the worldwide surroundings, the strategic/technolo

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Goldsmith and Lafferty (2002) replicate these findings in a later study, where they also observe that innovative online buyers purchase more online and believe themselves to be more knowledgeable about online buying. Moreover, higher levels of Internet innovativeness are associated with a greater reported likelihood of future online purchases. Flynn and Goldsmith (2001) provide evidence suggesting that Internet knowledge leads to positive attitudes that are subsequently linked to online buying.

Is prohibited. TEAM LinG - Live, Informative, Non-cost and Genuine ! 18 Bridges, Goldsmith & Hofacker Freytag and Bridges (2003) observe that more dynamic marketplaces, characterized by changing relationship structures, require the firms involved to invest both financially and otherwise in order to obtain continuing relationships. Because online markets are so new and involve innovative players, they are inherently dynamic; thus, they would be expected to require continuing investment in order to be successful.

Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. TEAM LinG - Live, Informative, Non-cost and Genuine ! 22 Bridges, Goldsmith & Hofacker • • Develop a deeper understanding of customer needs so that the customized offering becomes an order winner, that is, it meets a customer’s most critical needs. This is especially true in a B2B setting. Tailor business streams to provide value at least cost. “Smart customizers match their segmentation strategies with delivery mechanisms designed specifically to serve each segment profitably” (p.

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