Electronic Marketing: Integrating Electronic Resources into the Marketing Process (Dryden Press Series in Marketing) - Hardcover

Reedy, Joel; Schullo, Shauna J.; Zimmerman, Kenneth

Hardcover

ISBN 10: 0030211077 ISBN 13: 9780030211072

Publisher: South-Western College Pub, 2000

Synopsis

This innovative and exciting first edition combines the traditional proven marketing process of situation analysis, marketing planning, and marketing implementation to introduce the enhanced speed, accuracy, and target ability of electronic marketing resources. Electronic Marketing is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process.

About this title

About the Authors

Joel Reedy, BS in advertising from the University of Florida and MBA and marketing instructor at the University of South Florida in Tampa, has proven credentials in planning and execution of effective marketing programs. Before beginning his teaching career at USF in 1990, he worked as an advertising agency principal and marketing strategist for twenty years. His planning specialties included account planning, media planning, and process evaluation. While at USF, his attention has been directed toward segmentation and promotional strategies for more effective marketing performance, and he is an active user of electronic marketing tools as well as interactive technology. During his twelve years of full-time teaching at USF, Reedy has won four undergraduate teaching awards.

Shauna J. Schullo is currently the computer programmer analyst manager of academic computing at the University of South Florida. She holds a BS in chemistry, a MS degree in chemical engineering, and is pursuing her doctoral degree in instructional technology. Schullo has worked in the private industry and understands the application of online technology to commerce. She also brings classroom teaching experience and training in online and Web-related tools; she is an expert in many software packages including Lotus Notes, Excel, Access, Web browsers, electronic mail programs, HTML, and survey/forms design. Schullo is proficient in Authorware, multimedia packages, networking software, and graphics programs such as Adobe Photoshop and Adobe Premiere.

Edition details

• Publisher: South-Western College Pub
• Publication date: 2000
• Language: English
• ISBN 10: 0030211077
• ISBN 13: 9780030211072
• Binding: Hardcover
• Edition number: 1
• Number of pages: 466