Electronic Marketing and the Consumer / Edition 1

by Robert A. Peterson

Overview

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.

Product Details

ISBN-13:	9780761910701
Publisher:	SAGE Publications
Publication date:	05/06/1997
Edition description:	New Edition
Pages:	208
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

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