E-Trading decision making: An integrated digital marketing approach with theory and cases

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dc.authorid0000-0001-9005-0324
dc.contributor.authorPınarbaşı, Fatih
dc.contributor.authorAkpınar, Habib Mehmet
dc.date.accessioned2020-03-06T09:49:54Z
dc.date.available2020-03-06T09:49:54Z
dc.date.issued2019
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.description.abstractElectronic trade has a key role for today's companies with help of technology affecting marketing environment. The emergence of the Internet has led to huge changes in both the production and strategy channels and the consumer's purchasing process. Previous studies from different contexts examine electronic trade focusing on different aspects on concept. An integrative approach combining theory with cases can help to a better understanding of electronic trade and competitive markets. This study aims to examine electronic trading decision making with digital marketing approach. The study identifies a three-step marketing plan for competitive advantage about electronic trading. First step includes identifying standards, seasonalities, and anomalies related to market. Second step continues with further evaluation of market environment by including sentiment analysis and network analysis cases. Third step goes further with predicting cases by focusing on future. The study also contains solutions and recommendations, future research directions, and conclusion sections.
dc.identifier.citationPınarbaşı, F., Akpınar, H. M. (2019). E-Trading decision making: An integrated digital marketing approach with theory and cases. Tools and Techniques for Implementing International E-Trading Tactics for Competitive Advantage içinde (184-202. ss.). http://doi.org/10.4018/978-1-7998-0035-4.ch009
dc.identifier.doi10.4018/978-1-7998-0035-4.ch009
dc.identifier.endpage202
dc.identifier.isbn9781799800378
dc.identifier.isbn9781799800354
dc.identifier.scopusqualityN/A
dc.identifier.startpage184
dc.identifier.urihttp://doi.org/10.4018/978-1-7998-0035-4.ch009
dc.identifier.urihttps://hdl.handle.net/20.500.12511/5013
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofTools and Techniques for Implementing International E-Trading Tactics for Competitive Advantageen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectMarketing
dc.subjectApproach
dc.subjectDecision Making
dc.subjectDigital Marketing Approach
dc.subjectCases
dc.titleE-Trading decision making: An integrated digital marketing approach with theory and cases
dc.typeBook Chapter

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