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BUS 5623 Technologies of Internet Marketing - Reading List  

Below are the readings for your course, separated by week. Scroll down the page to see the list of readings. Click on Link to full text to access the article.
Last Updated: Apr 15, 2014 URL: http://libguides.lib.fit.edu/BUS5623WeeklyReadingList Print Guide RSS UpdatesEmail Alerts
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Week 2 Readings

 Title: The Effect of Billboards within the Gaming Environment
 Author:  Chaney, Isabella M.; Lin, Ku-Ho; Chaney, James
 Source:  Journal of Interactive Advertising, 2004, Volume 4, Issue 3
 Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=14770313&site=ehost-live

Title: Reverse Product Placement in Virtual Worlds
Author: Edery, David Source: Harvard Business Review, 2006, Volume 84, Issue 12
Link to full text: http://search.ebscohost.com.portal.lib.fit/login.aspx?direct=true&db=bth&AN=23081305&site=ehost-live

Title: Avatar-Based Marketing
Author: Hemp, Paul Source: Harvard Business Review, 2006, Volume 84, Issue 6
Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=20773195&site=ehost-live

      

    Week 3 Readings

    Title: Forget Viral Marketing--Make the Product Itself Viral
    Author: Aral, Sinan; Walker, Dylan
    Source: Harvard Business Review, 2011, Volume 89, Issue 6
    Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=60780771&site=ehost-live

    Title: How Word-of-Mouth Advertising Works
    Author: Dichter, Ernest
    Source: Harvard Business Review, 1966, Volume 44, Issue 6
    Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=3866525&site=ehost-live

    Title: The Buzz on Buzz
    Author: Dye, Renee
    Source: Harvard Business Review, 2000, Volume 78, Issue 6.
    Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=3712818&site=ehost-live

    Title: How Valuable Is Word of Mouth?
    Author: Kumar, V.; Petersen, J.A.; Leone, Robert P.
    Source: Harvard Business Review, 2007, Volume 85, Issue 10
    Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=26558050&site=ehost-live

        

      Week 4 Readings

      Title: Should You Invest in the Long Tail?
      Author: Elberse, Anita
      Source: Harvard Business Review, Volume 86, Issue 7
      Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=32708987&site=ehost-live

      Title: Internet retailing; the past, present and the future
      Authors: Doherty, Neil F.; Ellis-Chadwick, Fiona
      Source: International Journal of Retail & Distribution Management, 2010, Volume 38, Issue 11/12
      Link to full text: http://proquest.umi.com/pqdweb?did=2193039321&sid=1&Fmt=3&clientId=18004&RQT=309&VName=PQD

      Title: Electronic Commerce: Structures and Issues
      Authors: Zwass, Vladmir
      Source: Electronic Commerce: Structures and Issues, 1996, Volume 1, Issue 1.
      Link to full text: http://www.ijec-web.org/past-issues/volume-1-number-1-fall-1996/ijecv1n1p3-7/

          
         

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        Week 5 Readings

        Title: Community Relations 2.0
        Authors: Kane, Gerald C.; Fichman, Robert, G.; Gallaugher, John; Glaser, John
        Source: Harvard Business Review, 2009, Volume 87, Issue 11
        Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=44751765&site=ehost-live

        Title: What's Your Social Media Strategy?
        Authors: Wilson, H.J.; Guinan, P.J.; Parise, Salvatore; Weinberg, Bruce D.
        Source: Harvard Business Review, 2011, Volume 89, Issue 7
        Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=61870888&site=ehost-live

            

          Week 6 Readings

          Title: Branding in the Digital Age
          Author: Edelman, David C.
          Source: Harvard Business Review, 2010, Volume 88, Issue 12
          Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=55461895&site=ehost-live

          Title: Getting Brand Communities Right
          Authors: Fournier, Susan; Lee, Lara
          Source: Harvard Business Review, 2009, Volume 87, Issue 4
          Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=37022046&site=ehost-live

          Title: "i-Branding": developing the internet as a branding tool
          Author: Simmons, Geoffrey
          Source: Marketing Intelligence & Planning, 2007
          Volume 25, Issue 6
          Link to full text: http://proquest.umi.com/pqdweb?did=1341226501&sid=1&Fmt=3&clientId=18004&RQT=309&VName=PQD

              

            Week 7 Readings

            Title: Refining Virtual Co-Creation froma Consumer Perspective
            Author: Füller, Johann
            Source: California Management Review, 2010, Volume 52, Issue 2
            Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=48120552&site=ehost-live

            Title: Building the Co-Creative Enterprise
            Authors: Ramaswamy, Venkat; Gouillart,Francis
            Source: Harvard Business Review, 2010, Volume 88, Issue 10
            Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=53878110&site=ehost-live

                

              Week 8 Readings

              Title: Understanding Customer Experience
              Authors: Meyer, Christopher; Schwager, Andre
              Source: Harvard Business Review, 2007, Volume 82, Issue 2
              Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=23691178&site=ehost-live

              Title: A Framework for Customer Relationship Management
              Author: Winer, Russell S.
              Source: California Management Review, 2001, Volume 43, Issue 4
              Link to full text: http://search.ebscohost.com.portal.lib.fit.edu/login.aspx?direct=true&db=bth&AN=5244752&site=ehost-live

                  
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