Economic Perspectives on Digital Marketing

Barua, A and Desai, P S and Srivastava, R K (1999) Economic Perspectives on Digital Marketing. Working Paper. Emory University.

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The rapid proliferation of business-to-consumer electronic commerce makes it an imperative to investigate marketing strategies for online shopping and to reexamine existing knowledge and assumptions regarding traditional marketing channels in the context of Internet technologies and characteristics. Microeconomics provides a rich foundation for analyzing issues pertaining to location, selling format (including the provision of product information by sellers, renting versus selling, and market mechanisms), product pricing, information asymmetry and the role of electronic intermediaries, and the nature of competition between the Internet and physical channels. Analyses of the above online marketing issues based on microeconomic theories tend to suggest different, if not opposite, implications than those obtained from a purely technological perspective.

Item Type: Monograph (Working Paper)
Additional Information: The research paper was published by the author with the affiliation of Emory University.
Subjects: Marketing
Date Deposited: 30 Apr 2019 07:33
Last Modified: 30 Apr 2019 07:33

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