Industry and Managerial Applications of Internet Marketing Research

Shams, Riad (2019) Industry and Managerial Applications of Internet Marketing Research. In: The Synergy of Business Theory and Practice. Palgrave Studies in Cross-disciplinary Business Research (2). Palgrave, Hampshire, UK, pp. 199-214. ISBN 9783030175221

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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.

Item Type:	Book Section
Subjects:	N200 Management studies N500 Marketing
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Paul Burns
Date Deposited:	14 Aug 2019 15:55
Last Modified:	19 Nov 2019 09:45
URI:	http://nrl.northumbria.ac.uk/id/eprint/40352

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