Minitrack Introduction

Electronic marketing is an established and fast growing research stream within electronic commerce that continues to evolve. New methods, models, lessons and best practices continue to be tested, discovered, refined and advanced. The Electronic Marketing Minitrack, now in its eighth year, highlights several interesting studies.. We have accepted papers in two areas: 1) quantitative, empirical research with strong theoretical underpinnings, and 2) novel methods and approaches for envisioning and creating effective online/Internet marketing theory development or managerial best practice.