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Marketing in Computer-Mediated Environments: Research Synthesis and New Directions

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Although an extensive body of research has emerged on marketing in computer-mediated environments (CMEs), the literature remains fragmented. As a result, insights and findings have accumulated without an overarching framework that provides structure and guidance to the rapidly-growing literature. We believe this is detrimental to long-term knowledge development in this area. To address this issue, we organize and synthesize findings from the literature using a framework structured around four key interactions in CMEs: consumer-firm interactions, firm-consumer interactions, consumer-consumer interactions, and firm-firm interactions. The proposed framework serves a valuable organizational function and helps identify a broad spectrum of gaps in the literature to advance the next generation of knowledge development..Printed Journal

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Ketersediaan

Call Number	Location	Available
JM7801	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Internet Marketing Computer Electronic marketplace Digital Marketing mediated environments digital markets digital marketing strategy Internet and telecommunication technologies theory development
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data