Preface -- 1. Attracting and retaining online buyers : comparing B2B and B2C customers / Eileen Bridges, Ronald E. Goldsmith, Charles F. Hofacker -- 2. Unlocking e-customer loyalty / Alvin Y.C. Yeo, Michael K.M. Chiam -- 3. Drivers and barriers to online shopping : the interaction of product, consumer, and retailer factors / Francesca Dall'Olmo Riley, Daniele Scarpi, Angelo Manaresi -- 4. eCRM : understanding Internet confidence and the implications for customer relationship management / Terry Daugherty, Matthew Eastin, Harsha Gangadharbatla -- 5. Global Internet marketing strategy : framework and managerial insights / Gopalkrishnan R. Iyer -- 6. Interactive brand experience : the concept and the challenges / Mary Lou Roberts -- 7. Viral marketing : the use of surprise / Adam Lindgreen, Joëlle Vanhamme -- 8. Retailer use of permission-based mobile advertising / Jari Salo, Jaana Tähtinen -- 9. Integrating Internet/database marketing for CRM / Sally Rao, Chris O'Leary -- 10. Developing brand assets with wireless devices / Jari H. Helenius, Veronica Liljander -- 11. Geographic information systems (GIS) in e-marketing / Mark R. Leipnik, Sanjay S. Mehta -- 12. Legal online marketing issues : the opportunities and challenges / Michael T. Zugelder -- 13. Regulatory and marketing challenges between the U.S. and EU for online markets / Heiko deB. Wijnholds, Michael W. Little -- 14. Modeling the effects of attitudes toward advertising on the Internet / Chris Manolis, Nicole Averill, Charles M. Brooks -- 15. Virtual community : a model of successful marketing on the Internet / Carlos Flavián, Miguel Guinalíu -- 16. An online consumer purchase decision cycle / Penelope Markellou, Maria Rigou, Spiros Sirmakessis.