E-Business Marketing / Edition 1

E-Business Marketing / Edition 1

by William B. Sanders, Terri C. Albert
     
 

From the Preface...

"The Internet's commercialization generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Students were

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Overview

From the Preface...

"The Internet's commercialization generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Students were provided with timely examples and practices about e-business marketing, yet because those practices and examples 'aged' prematurely in this environment, their education was not timeless. Understanding the Internet's role in marketing requires both timely (situation-relevant) and timeless (part of a larger general concept) information."

Product Details

ISBN-13:
9780130352910
Publisher:
Pearson
Publication date:
08/23/2002
Pages:
208
Product dimensions:
6.90(w) x 9.20(h) x 0.40(d)

Meet the Author

Terri Albert, Ph.D., is an Assistant Professor of Marketing at the University of Hartford. Prior to joining the University of Hartford in 2000, Dr. Albert was an Assistant Professor at the University of Connecticut for three years. Prior to beginning her academic career, she spent several years in financial services marketing, particularly focused on leveraging technology for the delivery of services. She received her undergraduate education from the University of Maryland, and her masters degree and Ph.D. from the University of Southern California.

Dr. Albert's teaching portfolio encompasses digital marketing, services marketing, marketing research, and integrated marketing communications (graduate and undergraduate courses). In addition, she co-developed an e-business certificate program. She is a faculty fellow at the GE Capital Edgelab in Stamford, Connecticut, where she works on student and business teams developing digitized practices and processes.

Dr. Albert's research interests are in the areas of technology adoption across diverse groups (comparisons across sub-populations of the industrial and consumer markets). Her research has been published in both academic and industry publications.

William B. Sanders, Ph.D., is a Professor in the Interactive Information Technology program at the-University of Hartford. He has been involved in several business enterprises, including Microbotics (creating software and interfaces for robots), Briefcase Software (producing digital interrogatories for attorneys), and Sandlight Productions (book and software marketing and production) where technology and marketing were never aseparate entity. He is best known for more than 35 books in computer-related areas and is actively involved in software testing and development for major software firms. His undergraduate and doctoral degrees are from the University of California, Santa Barbara, and his masters degree is from San Francisco State University.

He is currently involved in teaching courses where human-computer interactions are examined as a social-psychological entity enabled through Internet technology at speeds never before available to the consumer. His research interests currently lie in finding how humans maximize social interaction over the Internet and how to use this knowledge to create improved interfaces between computers and humans.

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Table of Contents

Preface
Sect. IIntroduction1
Ch. 1Overview of E-Business Marketing1
Ch. 2The Marketing Mix17
Ch. 3The Value Bubble30
Ch. 4A Communication Model for the Online Environment47
Sect. IICases65
Ch. 5Case Study 165
Ch. 6Case Study 279
Ch. 7Case Study 391
Ch. 8Case Study 4105
Ch. 9Case Study 5118
Ch. 10Case Study 6131
Ch. 11Case Study 7145
Ch. 12Case Study 8157
Sect. IIIEvaluation Methodology and Research in E-Commerce171
Ch. 13Case Study Analysis171
Ch. 14Researching E-Business188
Bibliography199
Index203

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