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| Author: | Mahajan, V. Venkatesh, R. |
| Title: | Marketing modeling for e-business |
| Journal: | International Journal of Research in Marketing
2000 : SEP, VOL. 17:2-3, p. 215-225 |
| Index terms: | ELECTRONIC COMMERCE MARKETING MODELS |
| Language: | eng |
| Abstract: | The emergence of e-business is opening up new challenges and opportunities for marketing modelers. Drawing on an illustrative pool of recent articles the authors seek to convey two points in this note. First, that available theories and approaches may be insufficient in tackling many e-business problems. Second, that marketing modeling for e-business can enrich the field quite remarkably in terms of new theories, data and methods. |
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