Electronic Marketing and the Consumer

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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.