Electronic marketing

Electronic marketing is an established and fast growing research stream within electronic commerce. New techniques and models of marketing continue to be introduced and then later refined or advanced. Our minitrack, now in its fifth year, highlights several interesting studies done in this area. 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.