Electronic Marketing and the Consumer / Edition 1

Electronic Marketing and the Consumer / Edition 1

by Robert A. Peterson, Robert A. Peterson
     
 

ISBN-10: 0761910700

ISBN-13: 9780761910701

Pub. Date: 05/06/1997

Publisher: SAGE Publications

Electronic Marketing and the Consumer provides comprehensive and current information on a wide range of marketing techniques including: direct response radio and television; computers and the

Internet; facsimile machines; telephone-based technologies; videography; interactive kiosks; pagers; optical scanners; electronic ticket machines; and 'smart

Overview

Electronic Marketing and the Consumer provides comprehensive and current information on a wide range of marketing techniques including: direct response radio and television; computers and the

Internet; facsimile machines; telephone-based technologies; videography; interactive kiosks; pagers; optical scanners; electronic ticket machines; and 'smart cards'.

Real-world cases and practical insights are provided from the experiences of major consumer marketers such as Mary Kay Cosmetics and Dell Computer. Robert A Peterson gives expert advice on the future of electronic marketing and its likely impact on consumer behaviour and society.

Product Details

ISBN-13:
9780761910701
Publisher:
SAGE Publications
Publication date:
05/06/1997
Edition description:
New Edition
Pages:
208
Product dimensions:
6.00(w) x 9.00(h) x (d)

Table of Contents

Electonic Marketing - Robert A Peterson
Visions, Definitions and Implications
Consumer Behavior in the Future - Jagdish N Sheth and Rajendra S Sisodia
Television IS the Store - August E Grant
Direct Response Television
Electronic Sales Force Management at Mary Kay - Walter A Bradley and S Kregg Jodie
Real Shopping in a Virtual Store - Raymond R Burke
Electronic Marketing - Kenneth Hill
The Dell Computer Experience
Electronically Connecting Retailers and Customers - Fred Phillips et al
Interim Summary of an Expert Roundtable
Consumer and Corporate Adoption of the World Wide Web as a Commercial Medium - Sunil Gupta and Rabikar Chatterjee
Is There a Future for Retailing on the Internet? - Sirkka L Jarvenpaa and Peter A Todd
Privacy, Surveillance and Cookies - Larry R Leibrock
Electronic Marketing - Joseph F Hair Jr and William W Keep
Future Possibilities

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