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1 CONTENTS CHAPTER 1 AN OVERVIEW OF THE STUDY Background of the Study Importance of the Study Scope of the Study Objectives of the Study Academic Disciplines Concerned with E-Commerce Technical Approaches Behavioral Approaches Digital Marketing: Definition Internet Marketing Vs. Traditional Marketing Interactivity Intelligence Individualization Integration Industry Restructuring Independence of Location Web Marketing Strategies Product-Based Marketing Strategies Customer-Based Marketing Strategies Different Market Segments Communication Trust and Media Choice Technology Enabled CRM e-business Patterns: The Structural Foundation Online Security Issues Overview Managing Risk Consumer Security Classifications Security Policy and Integrated Security Communication Channel Security 30 CHAPTER 2 emarketing Vs. TRADITIONAL MARKETING Product Price Place Promotion Contrast Model emarketing: More Measurable emarketing: Strategic Decision Base emarketing: Reaching Target Addressees emarketing: Constant Source emarketing: Better Word-of-Mouth (WOM) emarketing: Amplify Conversions Major Trends in E-Commerce, Business Technology 44 9

2 2.6.3 Society Seven Unique Features of E-Commerce Technology Ubiquity Global Reach Universal Standards Richness Interactivity Information Density Personalization/Customization 49 CHAPTER 3 BOUNDARIES OF RESEARCH STUDY Introduction E-Commerce Models Business-to-Business (B2B) Model Business-to-Consumer (B2C) Model Consumer-to-Consumer (C2C) Model Consumer-to-Business (C2B) Model E-Commerce in India E-Commerce Growth E-Commerce: Baseline for 86% of Marketing in India emarketing Effectiveness in FY Marketer s Effectiveness by Periodic Communications in emarketing Channels in Consumer Acquisition: Largest Driver of emarketing in Indian Marketers Investment in emarketing emarketing Online Sales Acquisition Rules to be Marketers Prime Goal for Investments Plans in emarketing Platform Digital Channel Preferences for Changing Media Consumption Relative Internet Usages Potential Digital Impact on Target Markets Consumer Ratings of Online Experience Ten Key Reasons for Returning to Website Importance of Website Design Factors Importance of Different Information Sources 84 CHAPTER 4 LITERATURE REVIEW Literature Review on Internet Marketing Online Marketing Domains Internet Marketing Benefits for Marketers C s of Internet Marketing Internet Marketing Strategy Framework Internet Marketing Contribution to the Organizations Literature Review on emarketing Vs. Internet Marketing Benefits of emarketing Cost Efficient and Effectiveness Worldwide Reach and Access 98 10

3 Time Space Interactivity Value Added and Competition Literature Review on Drawbacks of emarketing Information Security Website Competition Literature Review on Digital Media Communication Channels in emarketing Search Engine Marketing (SEM) Search Engine Optimization (SEO) Paid Per Click (PPC) or Paid Search Marketing Trusted Feed Including Paid for Inclusion Online Public Relations (Online PR) Communicating with Media Online Link-Building and Generating Editorial Blogs, Podcasts and RSS Managing Brand on Third Party Websites Online Partnerships Affiliate Marketing Sponsorship Co-branding Link-building Widget Marketing Interactive Advertisements Website Specific Media Buys Sponsorship Contra-deals Ad Networks Behavioral Targeting Opt-in Cold (Rented List) Co-branded Advertisements in 3 rd Party E-Newsletters Online Viral Marketing Viral Marketing Types Generating Media Mentions Literature Review on Internet as a Marketing Tool Cost Savings between Traditional Marketing and Internet Marketing Online Publicity and Advertising Web Advertisements Literature Review on Research Work on Web Publicity and Advertising Literature Review on Consumer Attitude Towards Web Ad Literature Review on Future Prospects for Web Marketing Observations of Researcher and Usefulness of Review of Literature

4 CHAPTER 5 RESEARCH METHODOLOGY Introduction Statement of Research Problem Research Questions of the Study Objectives of the Research Study Universe of the Study Sample Design Sampling Units Sampling Method Sample Size Sources of Data Questionnaire Development Research Hypothesis Data Analysis and Statistical Tools Supportive Technology Limitations of the Study 158 CHAPTER 6: DATA ANALYSIS AND INTERPRETATION Frequency Distribution of Internet Usability Preference Frequency Distribution of Internet Connection Availability Frequency Distribution of Internet Access Point Frequency Distribution of Internet Usage Rate Frequency Distribution of Internet Usage Frequency Distribution of Internet Connection Type Frequency Distribution of Internet Connection Media Frequency Distribution of Internet Service Provider Frequency Distribution of Experience with Current ISP Frequency Distribution of Experience with Previous ISP Frequency Distribution of ISP Changeover Preference Frequency Distribution of Priority to Select ISP Frequency Distribution of Web Browser Preference Frequency Distribution of Service Provider Preference Frequency Distribution of Preference to Internet Services Frequency Distribution of Online Purchase Intention Frequency Distribution of Online Facility Preference for Street Retailers Frequency Distribution of Preference for Online Purchase Frequency Distribution of Online Buying Frequency Frequency Distribution of Online Shopping Trust Frequency Distribution of Payment Mode Preference Frequency Distribution of Online Purchase Importance Frequency Distribution of Purchase Mode Preference Frequency Distribution of Preference of Banking Mode Age and Online Purchase Cross Tabulation Analysis Gender and Online Purchase Cross Tabulation Analysis Residential and Online Purchase Cross Tabulation Analysis Experience and Online Purchase Cross Tabulation Analysis Qualification and Online Purchase Cross Tabulation Analysis Income and Online Purchase Cross Tabulation Analysis

5 6.31 Occupation and Online Purchase Cross Tabulation Analysis Hypothesis Testing: Gender Analysis Hypothesis Testing: Age Analysis Hypothesis Testing: Qualification Analysis Hypothesis Testing: Occupation Analysis Hypothesis Testing: Residential Analysis Hypothesis Testing: Work Experience Analysis Hypothesis Testing: Buying Frequency and Income Analysis Hypothesis Testing: Market Type Preference and Age Analysis Hypothesis Testing: Marketing Type Preference and Occupation Analysis Hypothesis Testing: emarketing Trust and Occupation Analysis Hypothesis Testing: E-buying Preference Vs. Personal Purchasing Preference Hypothesis Testing: Catalog Preference Vs. E-Catalog Preference Hypothesis Testing: Traditional Purchasing Weightage Vs. E-Purchasing Weightage Hypothesis Testing: ANOVA Online Shopping Factors Hypothesis Testing: Online Shopping Factors Factor Analysis Descriptive Statistics The Correlation Matrix Total Variance Explained Scree Plot Component (Factor) Matrix Rotated Component (Factor) Matrix 230 CHAPTER 7: RESEARCH FINDINGS, CONCLUSION & SUGGESTIONS 231 ANNEXURE 240 BIBLIOGRAPHY

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