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The Synergy of Business Theory and Practice pp 199–214Cite as

Palgrave Macmillan

Industry and Managerial Applications of Internet Marketing Research

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Abstract

Following the inductive constructivist method, this industry review aims to analyse the contemporary trend in Internet marketing, in order to develop insights on future research and management direction for online marketing. The insights of this review will be useful for professionals to better align their different value-proposition perspectives and propositions, based on the diverse cross-functional management areas. Academics will be able to use these insights as a basis for future research and teaching. This general review on the contemporary trend in Internet marketing is the first of its kind to simultaneously offer insights on the future direction in online marketing as a field of (1) industry-based professional practice, and an area of pedagogical management as an academic knowledge stream for (2) teaching and (3) research.

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Author information

Authors and Affiliations

  1. Newcastle Business School, Northumbria University, Newcastle Upon Tyne, UK

    S. M. Riad Shams

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  1. S. M. Riad Shams
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Correspondence to S. M. Riad Shams .

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Editors and Affiliations

  1. Department of Marketing, University of Nicosia, Nicosia, Cyprus

    Alkis Thrassou  & Demetris Vrontis  & 

  2. School of Business Administration, College of Management, Rishon Lezion, Israel

    Yaakov Weber

  3. Newcastle Business School, Northumbria University, Newcastle Upon Tyne, UK

    S. M. Riad Shams

  4. Department of Accounting and Finance, Hellenic Mediterranean University, Heraklion, Crete, Greece

    Evangelos Tsoukatos

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Shams, S.M.R. (2019). Industry and Managerial Applications of Internet Marketing Research. In: Thrassou, A., Vrontis, D., Weber, Y., Shams, S.M.R., Tsoukatos, E. (eds) The Synergy of Business Theory and Practice. Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-17523-8_9

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