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  SPECIFICATION
ELECTRONIC MARKETING AND THE CONSUMER (pb)1997
Author: ROBERT A. PETERSON
ISBN: 0761910700
Year: 1997
Publisher: SAGE PUBLICATIONS INDIA PRIVATE LIMITED
Category: ELECTRONICS
Edition: 1
Format: Paperback
Language: English
Pages: 193
 ABOUT THE TITLE
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.
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 TABLE OF CONTENTS
Electonic Marketing
Visions, Definitions and Implications - Jagdish N Sheth and Rajendra S Sisodia
Consumer Behavior in the Future - August E Grant
Television IS the Store
Direct Response Television - Walter A Bradley and S Kregg Jodie
Electronic Sales Force Management at Mary Kay - Raymond R Burke
Real Shopping in a Virtual Store - Kenneth Hill
Electronic Marketing
The Dell Computer Experience - Fred Phillips et al
Electronically Connecting Retailers and Customers
Interim Summary of an Expert Roundtable - Sunil Gupta and Rabikar Chatterjee
Consumer and Corporate Adoption of the World Wide Web as a Commercial Medium - Sirkka L Jarvenpaa and Peter A Todd
Is There a Future for Retailing on the Internet? - Larry R Leibrock
Privacy, Surveillance and Cookies - Joseph F Hair Jr and William W Keep
Electronic Marketing
Future Possibilities
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