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E-Business Marketing

E-Business Marketing - 03 edition

E-Business Marketing - 03 edition

ISBN13: 9780130352910

ISBN10: 0130352918

E-Business Marketing by Terri C. Albert and William B. Sanders - ISBN 9780130352910
Edition: 03
Copyright: 2003
Publisher: Prentice Hall, Inc.
International: No
E-Business Marketing by Terri C. Albert and William B. Sanders - ISBN 9780130352910

ISBN13: 9780130352910

ISBN10: 0130352918

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For undergraduate courses in Marketing on the Internet and undergraduate/MBA courses in E-Commerce and eBusiness Foundations. Also ideal for executive education programs.

Timeless yet timely. Designed to bridge the gap between the science of eBusiness marketing and its practice, this exciting new text provides a timeless conceptual framework that's complemented with timely applications. Using a cross-discipline approach of marketing theories and technology solutions, it adapts existing marketing models to today's Internet-enabled environment.

Author Bio

Albert, Terri : University of Hartford

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.

Sanders, William B. : University of Hartford

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

Table of Contents

Table of Contents


1. Overview of e-Business Marketing.
2. Marketing Mix.
3. The Value Bubble.
4. Communication Model for the Online Environment.


5. Case Study 1: Manufacturer of Specialty Engineering Products.
6. Case Study 2: Steel Manufacturer.
7. Case Study 3: Distributor.
8. Case Study 4: Utility Company.
9. Case Study 5: Not-for-Profit Trade Association.
10. Case Study 6: PoP Manufacturer.
11. Case Study 7: Insurance.
12. Case Study 8: Financial Services.


13. Case Study Analysis.
14. Researching e-Business.