Industry and Managerial Applications of Internet Marketing Research

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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.
Original languageEnglish
Title of host publicationThe Synergy of Business Theory and Practice
Subtitle of host publicationAdvancing the Practical Application of Scholarly Research
EditorsAlkis Thrassou, Demetris Vrontis, Yaakov Weber, Riad Shams, Evangelos Tsoukatos
Place of PublicationHampshire, UK
PublisherPalgrave
Pages199-214
Number of pages16
ISBN (Electronic)9783030175238
ISBN (Print)9783030175221
DOIs
Publication statusPublished - 7 Aug 2019

Publication series

NamePalgrave Studies in Cross-disciplinary Business Research
PublisherPalgrave Macmillan
Volume2
ISSN (Print)2523-8167

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