Electronic Marketing and the Consumer

Front Cover
Robert A. Peterson
SAGE Publications, May 6, 1997 - Business & Economics - 193 pages
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.

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About the author (1997)

The Research Integrity Officer (RIO) at The University of Texas at Austin is Dr. Robert A. Peterson, associate vice president for research. The Research Integrity Officer has responsibility for overseeing the inquiry and investigative process and ensuring compliance of all parties with this policy in the conduct of inquiries and investigations of misconduct in science and other scholarly research. 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. The Research Integrity Officer is responsible for taking all reasonable steps to ensure that the persons involved in the allegations or evidence are fair, competent and impartial, and without conflict of interest. The Research Integrity Officer is responsible for reporting to the appropriate federal funding agency as required. Visit the Office of Research Integrity at the U.S. Department of Health and Human Services online for a list of links to all federal funding agencies' regulations regarding research misconduct.

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