Electronic Marketing and the Consumer (Paperback, New)

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.

General

Imprint:	Sage Publications Ltd
Country of origin:	United States
Release date:	June 1997
First published:	May 1997
Editors:	Robert A. Peterson
Dimensions:	228 x 152 x 13mm (L x W x T)
Format:	Paperback
Pages:	208
Edition:	New
ISBN-13:	978-0-7619-1070-1
Categories:	Books > Social sciences > Sociology, social studies > Social issues > Consumer issues Books > Social sciences > Education > Higher & further education > General Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-7619-1070-0
Barcode:	9780761910701

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