164Advances in Electronic Marketing, Edited by Irvine Clarke IIIand Theresa Flaherty, 2005, Hershey, PA: dea GroupReviewed by Dr. Ayhan YILMAZAnadolu University, Eskişehir-TURKEYThere are many challenges facing organizations today as theyincorporate electronic marketing methods into their strategy. Advancesin Electronic Marketing examines these challenges within three majorthemes: the global environment, the strategic/technological realm, andthe buyer behavior of online consumers.Each chapter raises important issues, practical applications, and relevantsolutions for the electronic marketer. Advances in Electronic Marketingnot only addresses Internet marketing and the World Wide Web, but alsoother electronic marketing tools, such as geographic informationsystems, database marketing, and mobile advertising. This book providesresearchers and practitioners with an updated source of knowledge on electronicmarketing methods.Advances in Electronic Marketing edited by Irvine Clarke III and Theresa Flaherty fromJames Madison University, USA. It published by Idea Gruops and has 3 sections and 16chapters. These chapters wrote by different authors from different institutions. Themajority of the authors are from USA and others are from Australia, UK, Italy, TheNetherlands, Finland, Spain and Greece.According to the editors the genesis of the book lies in investigating contemporarymarketing thought about how the internet has changed the face of marketing. The buyerbehavior of online consumers is the starting point of the book.Section I consist of buyer behavior of online comsumers. In this section, the authors havebeen discussing the issues of attracting and retailing online buyers: Comparing B2B andB2C customers at the first chapter. Chapter II wrote by A. Y. C. Yeo and M. K. M Chiamfrom Australia. They try to explain unclocking E-Costomer Loyalty. The following chapteris about drivers and barriers to online shopping: the interaction of product, consumer andretailer factors.Chapter four’s title is eCRM: Understanding Internet Confidence and the Implications forCustomer Relationship Management. Daugherty, Eastin and Gangadharbatla discuss theconcept of eCRM and internet confidence.The name of the second section is E-marketing Strategy. In this section, the authorsdiscuss global internet marketing strategy, interactive brand experience, viral marketingand retailer use of permission-based mobile advertising.In section III, the issue of technology for e-marketing is revealing. The authors fromAustralia explain us integrating internet/database marketing for CRM, developing brandassets with wireless devices and geographic information systems in e-marketingE-marketing legal challenges section has two chapters. One of them is about legal onlinemarketing issues and second is about regulatory and marketing challenges between theU.S. and EU for Online markets.165The last section of the book is related to the e-consumer theoretical frameworks. We canlist the titles of the chapters like these: modeling the effects of attitudes towardadvertising on the internet, virtual community and an online consumer purchase decisioncycle.TABLE OF CONTENTSPrefaceDue to the fluid nature of the field, absolute answers to electronic marketing problemsare unattainable. However, this book does provide a comprehensive collection of cuttingedgeresearch on Internet and technological applications for marketing. By investigatingmajor elements of Internet marketing including online marketing strategy, marketingresearch, database development, online consumer behavior, customer relationshipmarketing, and the online marketing mix, readers should have a better understanding ofthe current state of the discipline. The primary contribution lies in bringing together aglobal perspective, from many of the leading researchers, of the issues facing electronicmarketing today. We hope that Advances in Electronic Marketing will serve as a usefulresource for greater understanding of the concepts, theories, practices, and current stateof electronic marketing.AcknowledgementsWe wish to thank the staff of Idea Group Publishing, most notably Mehdi Khosrow-Pour,Jan Travers, and Michele Rossi, for consistent support during the editing process. A veryspecial thanks is extended to the College of Business and Marketing Program at JamesMadison University for providing assistance. The Advances in Electronic Marketing bookproject would not be possible without the hard work and dedication of the contributingauthors and reviewers. All chapters appearing in this book were reviewed by the externalreviewers through a double-blind review process. The external reviewers did not knowthe authors’ names or affiliations. The chapter selection process was quite competitiveand went through several revisions based on comments provided by reviewers andeditors. Although we evaluated 33 chapters (70 authors) for the book, only 16 chapters(34 authors) were accepted for final inclusion.Irvine Clarke III and Theresa B. FlahertyJames Madison UniversitySECTION I:THE BUYER BEHAVIOR OF ONLINE CONSUMERS? Chapter I. Attracting and Retaining Online Buyers: Comparing B2C and B2BCustomers? Eileen Bridges, Kent State University, Ronald E. Goldsmith, Florida StateUniversity, and Charles F. Hofacker, Florida State University? Chapter II. Unlocking E-Customer Loyalty? Alvin Y.C. Yeo and Michael K.M. Chiam, University of Western Australia? Chapter III. Drivers and Barriers to Online Shopping: The Interaction ofProduct, Consumer, and Retailer Factors? Francesca Dall'Olmo Riley, Kingston University Business School, DanieleScarpi Universita' di Bologna, and Angelo Manaresi, Universita' di Bologna? Chapter IV. eCRM: Understanding Internet Confidence and the Implicationsfor Customer Relationship Management? Terry Daugherty, University of Texas at Austin, Matthew Eastin, Ohio StateUniversity, and Harsha Gangadharbatla, University of Texas at Austin166SECTION II:E-MARKETING STRATEGY? Chapter V. Global Internet Marketing Strategy: Framework and ManagerialInsights? Gopalkrishnan R. Iyer, Florida Atlantic University? Chapter VI. Interactive Brand Experience: The Concept and the Challenges? Mary Lou Roberts, University of Massachusetts, Boston? Chapter VII. Viral Marketing: The Use of Surprise? Adam Lindgreen, Technical University Eindhoven and Joëlle Vanhamme,Erasmus University Rotterdam? Chapter VIII. Retailer Use of Permission-Based Mobile Advertising? Jari Salo and Jaana Tahtinen, University of Oulu, FinlandSECTION III:TECHNOLOGY FOR E-MARKETING? Chapter IX. Integrating Internet/Database Marketing for CRM? Sally Rao, Adelaide University and Chris O'Leary, MSI Business Systems PtyLtd? Chapter X. Developing Brand Assets with Wireless Devices? Jari Helenius and Veronica Liljander, Swedish School of Economics andBusiness Administration? Chapter XI. Geographic Information Systems (GIS) in E-Marketing? Mark R. Leipnik and Sanjay S. Mehta, Sam Houston State UniversitySECTION IV:E-MARKETING LEGAL CHALLENGES? Chapter XII. Legal Online Marketing Issues: The Opportunities andChallenges? Michael T. Zugelder, Old Dominion University? Chapter XIII. Regulatory and Marketing Challenges Between the U.S. andEU for Online Markets? Heiko deB. Wijnholds and Michael W. Little, Virginia CommonwealthUniversitySECTION V:E-CONSUMER THEORETICAL FRAMEWORKS? Chapter XIV. Modeling the Effects of Attitudes Toward Advertising on theInternet? Chris Manolis, Xavier University, Nicole Averill, Carmichael Events, andCharlesM. Brooks, Quinnipiac University? Chapter XV. Virtual Community: A Model of Successful Marketing on theInternet? Carlos Flavian and Miguel Guinaliu, University of Zaragoza (Spain)? Chapter XVI. An Online Consumer Purchase Decision Cycle? Penelope Markellou, University of Patras, Maria Rigou, University of Patras,and Spiros? Sirmakessis, Technological Educational Institution of MessolongiFinally, this book can be suggested to the academicis and researchers who are related tothe online customers, eCRM, interactive brands, viral marketing, permission-based mobileadvertising, and advertising on internet and buyer behavior of online consumers.
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