E-Business Marketing - Softcover

Albert, Terri C.; Sanders, William B.

Softcover

ISBN 10: 0130352918 ISBN 13: 9780130352910

Publisher: Pearson College Div, 2002

Synopsis

Designed to bridge the gap between the science of eBusiness marketing and its practice, this timely book is intentionally organized to develop a solid conceptual framework that translates into companies' opportunities. Its cross-discipline orientation between marketing theories and technology solutions facilitates the understanding of the adaptation of existing marketing models into the Internet-enabled environment. A three-part organization discusses existing marketing models and their extension or adaptation into the Internet-enabled environment, provides a series of case studies, and presents a futuristic look into the eBusiness marketing environment. For chief marketing officers, marketing senior vice presidents, marketing and eBusiness marketing officers; product, brand, and sales managers; chief information officers; and systems and business analysts.

About this title

From the Back Cover:

From the Preface...

"The Internet's commercialization generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Students were provided with timely examples and practices about e-business marketing, yet because those practices and examples 'aged' prematurely in this environment, their education was not timeless. Understanding the Internet's role in marketing requires both timely (situation-relevant) and timeless (part of a larger general concept) information."

About the Author:

Terri Albert, Ph.D., is an Assistant Professor of Marketing at the University of Hartford. Prior to joining the University of Hartford in 2000, Dr. Albert was an Assistant Professor at the University of Connecticut for three years. Prior to beginning her academic career, she spent several years in financial services marketing, particularly focused on leveraging technology for the delivery of services. She received her undergraduate education from the University of Maryland, and her masters degree and Ph.D. from the University of Southern California.

Dr. Albert's teaching portfolio encompasses digital marketing, services marketing, marketing research, and integrated marketing communications (graduate and undergraduate courses). In addition, she co-developed an e-business certificate program. She is a faculty fellow at the GE Capital Edgelab in Stamford, Connecticut, where she works on student and business teams developing digitized practices and processes.

Dr. Albert's research interests are in the areas of technology adoption across diverse groups (comparisons across sub-populations of the industrial and consumer markets). Her research has been published in both academic and industry publications.

William B. Sanders, Ph.D., is a Professor in the Interactive Information Technology program at the-University of Hartford. He has been involved in several business enterprises, including Microbotics (creating software and interfaces for robots), Briefcase Software (producing digital interrogatories for attorneys), and Sandlight Productions (book and software marketing and production) where technology and marketing were never a separate entity. He is best known for more than 35 books in computer-related areas and is actively involved in software testing and development for major software firms. His undergraduate and doctoral degrees are from the University of California, Santa Barbara, and his masters degree is from San Francisco State University.

He is currently involved in teaching courses where human-computer interactions are examined as a social-psychological entity enabled through Internet technology at speeds never before available to the consumer. His research interests currently lie in finding how humans maximize social interaction over the Internet and how to use this knowledge to create improved interfaces between computers and humans.

About this edition

• Publisher: Pearson College Div
• Publication date: 2002
• ISBN 10: 0130352918
• ISBN 13: 9780130352910
• Binding: Paperback
• Number of pages: 400