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.
List of Tables and Figures
Foreword
Preface
Chapter 1 : Electronics Marketing : Vision, Definitions, and Implications
Chapter 2 : Consumer Behavior in the Future
Chapter 3 : Television IS the Store : Direct Response Television
Chapter 4 : Electronic Sales Force Management at Mary Kay
Chapter 5 : Real Shopping in a Virtual Store
Chapter 6 : Electronic Marketing : The Dell Computer Experience
Chapter 7 : Electronically Connecting Retailers and Customers : Interim Summary of an Expert Roundtable
Chapter 8 : Consumer and Corporate Adoption of the World Wide Web as a Commercial Medium
Chapter 9 : Is There a Future for Retailing on the Internet?
Chapter 10 : Privacy, Surveillance, and Cookies
Chapter 11 : Electronic Marketing : Future Possibilities
Reference
Index
About the Contributors
