Business

Business

Presented to the Interdisciplinary
Studies Program:
Applied Information Management
and the Graduate School of the
University of Oregon
in partial fulfillment of the
requirement for the degree of
Master of Science

Marketing Tactics Most
Commonly Used by
Small Internet-based
Retailers to Sell
Specialty Products

CAPSTONE REPORT

Lane Pughe
Police Officer
City of Springfield, OR Police Department

University of Oregon
Applied Information
Management
Program

March 2006

722 SW Second Avenue
Suite 230
Portland, OR 97204
(800) 824-2714

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Approved by

Dr. Linda F. Ettinger
Academic Director, AIM Program

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Pughe —

Abstract
for
Marketing Tactics Most Commonly Used by
Small Internet-based Retailers to Sell Specialty Products
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.

v

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Table of Contents
Chapter I. Purpose of the Study

1

Brief Purpose

1

Full Purpose

2

Significance of the Study

5

Limitations

6

Definitions

8

Problem Area

12

Chapter II. Review of References

17

Chapter III. Methods

29

Larger Method of Study

29

Literature Collection

30

Data Collection and Analysis

34

Data Presentation

38

Chapter IV. Analysis of Data

41

Chapter V. Conclusions

45

Appendix A. Data Set 1: Content Analysis Data Set

55

Bibliography

59

List of Tables
Table 1. Key Words Used in Literature Search

33...

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