Irvine Clarke's Advances in Electronic Marketing PDF
By Irvine Clarke
There are various demanding situations dealing with businesses at the present time as they include digital advertising and marketing tools into their approach. Advances in digital advertising and marketing examines those demanding situations inside 3 significant topics: the worldwide atmosphere, the strategic/technolo
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Nielsen, J. (2000). Designing Web usability. Indianapolis: New Riders Publishing. , & Giese, M. (2003). Limits to growth in the new economy: Exploring the ‘get big fast’ strategy in e-commerce. System Dynamics Review, 19(2), 83-117. S. (2003). Human-computer interaction: Psychological aspects of the human use of computing. Annual Review of Psychology, 54, 491-516. , & Shankar, V. (2002). Can price dispersion in online markets be explained by differences in e-tailer service quality? Journal of the Academy of Marketing Science, 30(4), 433-445.
Due to the high rate of change, there is an inherent lack of balance in online markets, consistent with this idea that suppliers must invest in the relationships. Finally, as more firms compete in a particular marketplace, the competition is increasingly value-based (compare Porter, 1985). Thus, as the popularity of online B2B marketplaces grows, sellers may be expected to compete more strongly through differentiation that provides added value. Further, by integrating customers into its own systems and procedures, a firm may create switching costs that act as a barrier to leaving the relationship (compare Downes & Mui, 1998).
However, several researchers have noted that perceived value is a more complex construct, in which notions such as perceived price, quality, benefits, and sacrifice are embedded (Bolton & Drew, 1991; Holbrook, 1994). Based on a synthesis of previous definitions (Chen & Dubinsky, 2003; Woodruff, 1997), perceived customer value is defined here as “A consumer’s perception of the benefits gained in exchange for the costs incurred to attain their goals at a particular point in time”. Proposed Model for Business-to-Consumer E-Commerce Consumers rely heavily on the online vendor’s image as a proxy for trustworthiness (Jarvenpaa & Tractinsky, 1999; Lee & Turban, 2001).
Advances in Electronic Marketing by Irvine Clarke