Electronic Marketing and the Consumer
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Marketing
Product details
- ISBN 9780761910701
- Weight: 370g
- Dimensions: 152 x 228mm
- Publication Date: 26 Jun 1997
- Publisher: SAGE Publications Inc
- Publication City/Country: US
- Product Form: Paperback
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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.
The Research Integrity Officer (RIO) at The University of Texas at Austin is Dr. Robert A. Peterson, associate vice president for research.
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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.
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