Electronic Marketing: Integrating Electronic Resources into the Marketing Process (The Dryden Press Series in Marketing) [Hardcover]

Joel Reedy (Author), Shauna Schullo (Author), Kenneth Zimmerman (Author)

Book Description

ISBN-10: 0030211077 | ISBN-13: 978-0030211072 | Publication Date: 2000 | Edition: 1st

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 targetability of electronic marketing resources. This is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process. The text builds on the intense interest surrounding the evolving field of Internet Marketing while recognising that the Internet is only one communication channel among many. Cases on the site objectives and development from innovative and high-recognition companies such as Bayer, IBM, and Disney, expose students to today's electronic marketing strategic and tactical environment. Features: * Cases on site development from innovative companies such as Pepsi, Dannon, Bayer, and Oracle expose students to today's electronic marketing and communications environment, enhancing interest and understanding. * "Vision" boxes on future issues such as ethics, cookies, caching sites, invisible trademarks, and other conceptual controversies reflect the text's timeliness and its authors' expertise. * Interview boxes with online strategists, artists, audio specialists, and war stories of both successes and failures among on line practitioners will bring home the ideas that are being presented in this book. * Key terms are defined and additional Internet resources are referenced as examples to reinforce the information being provided.

Editorial Reviews

About the Author

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. --This text refers to the Paperback edition.

Product Details

• Hardcover: 466 pages
• Publisher: Harcourt College Pub; 1st edition (2000)
• Language: English
• ISBN-10: 0030211077
• ISBN-13: 978-0030211072
• Product Dimensions: 10.9 x 8.6 x 0.7 inches
• Shipping Weight: 2.5 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #4,412,520 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars Great book for emarketing class, May 13, 2009

By 

Donna A. Barrick "donna barrick" (Maryland) - See all my reviews
(REAL NAME)   

This review is from: Electronic Marketing: Integrating Electronic Resources into the Marketing Process (Paperback)

Overall book was fine. A little bent but works fine. Appreciate the ability to purchase at a discount cost.