Marketing Models for Electronic Commerce
The Internet continues to grow dramatically as a vehicle for facilitating commerce. For example, online sales transactions in the U.S. consumer sector will pass $200 billion in calendar year 2007, growing at a rate of 17 percent per year (comScore 2007). Omitting travel (the largest single category for Internet commerce), online retail sales account for about five percent of the total retail sales in the United States. The success and continued rapid growth of e-commerce (in both consumer and business-to-business sectors), makes it likely that marketing managers working to improve decision making will increasingly seek out modeling approaches suitable for use in this domain. The objective of this chapter is provide an overview of some of the key developments and advances in the application of marketing models to electronic commerce. Given that e-commerce began in earnest little more than a decade ago, all of these advances are quite recent. Indeed, almost all have been...
KeywordsOnline Retailer Page View Banner Advertising Visit Duration Visit Behavior
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