Book DescriptionThis book, "Beyond the Basics: Research-Based Rules for Internet Retailing Advantage" is a unique experiment in on-demand publishing of applied research on Internet retailing arising out of a collaborative effort among 14 Vanderbilt University M.B.A. and Ph.D. students, under the direction of Professors Donna L. Hoffman and Thomas P. Novak. The book was developed as a guide for managers, students of Internet marketing, and, really, anyone who is interested in seeing how an academic understanding of online consumer behavior can be converted into practical rules for gaining Internet retailing advantage. The book also serves an effective supplemental text for a course on Internet Marketing. "Beyond the Basics" seeks to bridge the gap between academic research and business practice. The key objective is to effectively translate state-of-the art research on online customers into a set of operating instructions for real-world success. Many of the motivating...

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