Electronic Marketing and the Consumer

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.

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