| Electronic Marketing and the Consumer Contributor(s): Peterson, Robert A. (Editor) |
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ISBN: 0761910700 ISBN-13: 9780761910701 Publisher: Sage Publications, Inc OUR PRICE: $90.25 Product Type: Paperback - Other Formats Published: May 1997 Annotation: 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. |
| Additional Information |
| BISAC Categories: - Reference - Business & Economics | Marketing - Multilevel |
| Dewey: 658.84 |
| LCCN: 97-4753 |
| Physical Information: 0.5" H x 5.95" W x 9.04" (0.76 lbs) 208 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |
Contributor Bio(s): Peterson, Robert A.: - The Research Integrity Officer (RIO) at The University of Texas at Austin is Dr. Robert A. Peterson, associate vice president for research. The Research Integrity Officer has responsibility for overseeing the inquiry and investigative process and ensuring compliance of all parties with this policy in the conduct of inquiries and investigations of misconduct in science and other scholarly research. The Research Integrity Officer is responsible for sequestering all documents and evidence and ensuring confidentiality is maintained. The RIO shall ensure that necessary and appropriate expertise is secured to carry out a thorough and authoritative evaluation of the relevant evidence. The Research Integrity Officer is responsible for taking all reasonable steps to ensure that the persons involved in the allegations or evidence are fair, competent and impartial, and without conflict of interest. The Research Integrity Officer is responsible for reporting to the appropriate federal funding agency as required. Visit the Office of Research Integrity at the U.S. Department of Health and Human Services online for a list of links to all federal funding agencies' regulations regarding research misconduct. |
