Electronic marketing is an established and fast growing research stream within electronic commerce that continues to evolve. New methods, models, lessons and best practices continue to be tested, discovered, refined and advanced. Our minitrack, now in its seventh year, highlights several interesting studies done in this area. We have accepted papers in two areas: 1) quantitative, empirical research with strong theoretical underpinnings, and 2) novel methods and approaches for envisioning and creating effective online/Internet marketing theory development or managerial best practice.