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. 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
