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Electronic Marketing and the Consumer

Electronic Marketing and the Consumer

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Other Titles in:
Marketing (General)

June 1997 | 208 pages | SAGE Publications, Inc
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.

Robert A Peterson
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


Very interesting book. Does not have the depth of a standard textbook but this is one of its advantages.
It is a book I plan to add to my suggested additional reading for students to engage with when they wish. I think it will be helpful for the set assignments.

Dr Robin Bell
Worcester Business School, Worcester University
March 4, 2012

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ISBN: 9780761910701