A Multidimensional Approach to Product Advertisement in the Virtual Environment

Internet presents a new business environment with great potential for marketers. Virtual retailing / e-shops, in particular, own the unique property of combining advertising practices and on-line sales functionality. In that context, the consumer buying process may be completed from start to end, from the need recognition stage, initiated by advertising, to the purchase decision stage, in an easy and integrated way. Thus, the role of interactive advertisement in this environment is crucial. In this paper, we examine the characteristics and potential of interactive advertisement in virtual retailing and propose a multidimensional approach to product advertisement in the virtual store, taking into account the consumer, retailer and supplier perspective

E-commerce and Regulation Policy

E-commerce is a relatively new business field with a high potential of growth, thanks primarily to advantages provided to companies and consumers. At the same time, e-commerce raises technical and economic issues and problems to be solved, which are a concern for businesses, states and international organizations. The growth is accompanied by a need of regulation, including the observance of competition rules. The analysis of the practice in states with developed e-commerce markets highlights the need of balancing regulation with market mechanisms.E-commerce; regulation policy; competition policy; B2B; B2C.