Summary
Contents
Subject index
Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.
e-Commerce Purposes and Types from the Perspective of Transaction Cost Economics
e-Commerce Purposes and Types from the Perspective of Transaction Cost Economics
Introduction
‘Our review of the marketing literature suggests that extant theoretical perspectives – from the vantage points of the firm, the consumer, and society – have resulted in certain models and assumptions that may no longer be adequate or sufficient in a hyperconnected world … characterized by networks of people, devices, and other entities that are continuously interacting and exchanging information’ (Swaminathan et al., 2020: 24 and 26). Therefore, economic and social exchange between buyers and sellers form the basis of e-commerce relationships in both production (Heyman and Ariely, 2004) and consumption (Costello and Reczek, 2020).
These relationships are ...
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