"I must commend the editors for a most timely book. Electronic Marketing is, without a doubt, an area on the forefront of marketing today, as noted by the observation in Marketing News, June 15th, that 'e-commerce will nearly double in the year 2008.' [Advances in Electronic Marketing] includes not only online marketing issues, but other electronic marketing topics, such as m-advertising and m-branding."
– David P. Paul, Ph.D., Monmouth University, USA.
I find that the articles cover most areas of interest to teachers of E-marketing classes at the university and community college levels. Thus, the book would be one that professors could adopt for a variety of courses that function around marketing on the internet. Depending upon how the course is structured, Advances in Electronic Marketing could be used as either a principal or supplemental text. The articles are well-written, easy to read and understand, and current in their references. What I particularly like is that most of the articles do an excellent job of integrating marketing concepts and theories into the electronic environment. This is important, in my opinion, since E-commerce is a subset of marketing and an area that many firms are struggling to successfully integrate with their bricks and mortar operations.
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As a B2B(business-to-business) researcher, I especially like the initial article by Bridges, Goldsmith, and Hofacker that compares B2B and B2C (business-to-consumer) customers. I believe this article would be an excellent resource for a wide range of classes that include: undergraduate principles of marketing, electronic marketing, or an introductory MBA Marketing Management class. Another example is the excellent article by Michael Zugelder that examines the legal aspects of electronic commerce. As electronic commerce continues to expand exponentially, the legal status of electronic commerce remains in limbo in nearly all nations of the world. This article points out a number of the pitfalls that may snare E-commerce practitioners. The same is true for all the articles in the compilation.
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In summary the articles presented in Advances in Electronic Marketing offer valuable information and guidance for electronic marketers. However, being exposed to this information is also essential for all students of marketing. As we enter the 21st century, marketing managers must be cognizant of the theory, strategy, and importance of electronic marketing. The book by Clarke and Flaherty is a valuable resource that will be useful for students and experts within the field of electronic marketing. I highly recommend that you consider this outstanding work for your personal reading and/or adoption in your class.
– Earl Honeycutt, Ph.D., Elon University, USA