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.
|Title of host publication||The Synergy of Business Theory and Practice|
|Subtitle of host publication||Advancing the Practical Application of Scholarly Research|
|Editors||Alkis Thrassou, Demetris Vrontis, Yaakov Weber, Riad Shams, Evangelos Tsoukatos|
|Place of Publication||Hampshire, UK|
|Number of pages||16|
|Publication status||Published - 7 Aug 2019|
|Name||Palgrave Studies in Cross-disciplinary Business Research|