Electronic Marketing and the Consumer

Häftad, Engelska, 1997

2 269 kr

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Creative marketers today visualize the importance that computer networks, television, radio, and cable will bring to the marketing world of the 21st century. While many electronic marketing applications--such as broadcast fax, telemarketing, and EDI--are well developed and understood in the context of business-to-business marketing, there is a gap in knowledge regarding the application of electronic marketing to consumers. Electronic Marketing and the Consumer fills that gap. Exceptionally comprehensive and current, this book includes a wide range of electronic marketing techniques, including direct response radio and television, and computers and the Internet. It also covers real-world cases and practical insights from the experiences of major consumer marketers such as Mary Kay Cosmetics and Dell Computer as well as expert advice on the future of electronic marketing and its likely impact on consumer behavior and society. Electronic Marketing and the Consumer is an invaluable resource for academics, researchers, and professionals in the fields of marketing, advertising, and communication technology.

Produktinformation

Utgivningsdatum1997-06-26
Mått152 x 228 x 11 mm
Vikt370 g
FormatHäftad
SpråkEngelska
Antal sidor208
Upplaga1
FörlagSAGE Publications
ISBN9780761910701

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

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Electonic Marketing - Robert A PetersonVisions, Definitions and ImplicationsConsumer Behavior in the Future - Jagdish N Sheth and Rajendra S SisodiaTelevision IS the Store - August E GrantDirect Response TelevisionElectronic Sales Force Management at Mary Kay - Walter A Bradley and S Kregg JodieReal Shopping in a Virtual Store - Raymond R BurkeElectronic Marketing - Kenneth HillThe Dell Computer ExperienceElectronically Connecting Retailers and Customers - Fred Phillips et alInterim Summary of an Expert RoundtableConsumer and Corporate Adoption of the World Wide Web as a Commercial Medium - Sunil Gupta and Rabikar ChatterjeeIs There a Future for Retailing on the Internet? - Sirkka L Jarvenpaa and Peter A ToddPrivacy, Surveillance and Cookies - Larry R LeibrockElectronic Marketing - Joseph F Hair Jr and William W KeepFuture Possibilities

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