Introduction to Electronic Marketing Minitrack

Electronic Marketing continues to be a vigorous research stream within electronic commerce. This minitrack continues in its thirteenth year, highlighting some of the most interesting studies in this area. We have accepted papers in two areas: 1) quantitative, empirical research with strong theoretical underpinnings, and 2) novel methods and approaches, including case studies and frameworks, for envisioning and creating effective forms of online marketing. The papers are briefly summarized.