Marketing Tactics Most Commonly Used by Small Internet-based Retailers to Sell Specialty Products
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The rapidly evolving nature of e-commerce presents Internet retailers (e-tailers) with a myriad of marketing choices, further complicated by a lack of industry-specific guidance (Biswas & Krishnan, 2004). Using content analysis of sources published between 2000 and 2006, this study documents and defines marketing tactics used by e-tailers. Tactics are synthesized into a list of best practices in three areas: consumer purchasing behaviors, e-tailer marketing practices, and traditional marketing practices adapted for e-commerce.