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Electronic Marketing and the Consumer Robert A. Peterson

Electronic Marketing and the Consumer By Robert A. Peterson

Electronic Marketing and the Consumer by Robert A. Peterson

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Summary

This book includes a wide range of electronic marketing techniques, with real-world cases and practical insights from the experiences of consumer marketers such as Dell Computer and advice on the future of electronic marketing and its likely impact on consumer behaviour and society.

Electronic Marketing and the Consumer Summary

Electronic Marketing and the Consumer by Robert A. Peterson

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.

About Robert A. Peterson

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.

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

Additional information

NPB9780761910701
9780761910701
0761910700
Electronic Marketing and the Consumer by Robert A. Peterson
Robert A. Peterson
New
Paperback
SAGE Publications Inc
1997-06-26
208
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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