E-commerce Marketing and Advertising Concepts
Learning Objectives | Projects and Exercises
After reading this chapter, you will be able to:
- Understand the key features of the Internet audience, the basic concepts of consumer behavior and purchasing and how consumers behave online.
- Identify and describe basic digital commerce marketing and advertising strategies and tools.
- Identify and describe the main technologies that support online marketing.
- Understand the costs and benefits of online marketing communications.
Copyright © 2021 Kenneth C. Laudon and Carol G. Traver