Includes bibliographical references and index.

"This book addresses Internet marketing and the World Wide Web, and other electronic marketing tools such as geographic information systems, database marketing, and mobile advertising"--Provided by publisher.

Attracting and retaining online buyers : comparing B2B and B2C customers / Eileen Bridges, Ronald E. Goldsmith, Charles F. Hofacker -- Unlocking e-customer loyalty / Alvin Y.C. Yeo, Michael K.M. Chiam -- Drivers and barriers to online shopping : the interaction of product, consumer, and retailer factors / Francesca Dall'Olmo Riley, Daniele Scarpi, Angelo Manaresi -- eCRM : understanding Internet confidence and the implications for customer relationship management / Terry Daugherty, Matthew Eastin, Harsha Gangadharbatla -- Global Internet marketing strategy : framework and managerial insights / Gopalkrishnan R. Iyer -- Interactive brand experience : the concept and the challenges / Mary Lou Roberts -- Viral marketing : the use of surprise / Adam Lindgreen, Joëlle Vanhamme -- Retailer use of permission-based mobile advertising / Jari Salo, Jaana Tähtinen -- Integrating Internet/database marketing for CRM / Sally Rao, Chris O'Leary -- Developing brand assets with wireless devices / Jari H. Helenius, Veronica Liljander -- Geographic information systems (GIS) in e-marketing / Mark R. Leipnik, Sanjay S. Mehta -- Legal online marketing issues : the opportunities and challenges / Michael T. Zugelder -- Regulatory and marketing challenges between the U.S. and EU for online markets / Heiko deB. Wijnholds, Michael W. Little -- Modeling the effects of attitudes toward advertising on the Internet / Chris Manolis ... [et al.] -- Virtual community : a model of successful marketing on the Internet / Carlos Falvián, Miguel Guinalíu -- An online consumer purchase decision cycle / Penelope Markellou, Maria Rigou, Spiros Sirmakessis.